I don't think saying "you killed it" is correct; yes, there will be no more mk2a players made - but there are still plenty available.

The issue is more that the car audio aftermarket is both very competitive and brand sensitive; the investment required to produce a player that is as "finished" (to a consumer's eye) as the top-line brands such as Sony, Kenwood & Alpine is huge - these companies have been incrementally improving their designs, tooling and mechanisms over decades.

What we bring to the party is great software and board-level designs; it's far more logical for us to work with people who *already* make head units (and as such have the mechanicals completely sorted, plus distribution and sales channels) and provide the complex software know-how. This way, the end products are much better.

We're not leaving the car market; all the announcement says is that a Rio-branded mk3 isn't going to happen and the mk2a has now become a limited edition. We're all still here, working on various things including car software - the current product is a great showcase for our software talents.

So, anyone who was holding off getting a rio-car expecting a mk3 to appear - buy now :)

Hugo