perhaps it is hard to understand that the vast majority of people cannot afford $2000 for in car audio that doesn't even include an amplifier or speakers

Fact is, we didn't design the product for those guys. There are people that ARE happy to spend that kind of money, and that's where empeg was positioned. That market is quite significant (for a small startup to enter at least) and a lot more fun to be involved with than the Best Buy crowd.

Of course there are far more people willing to spend a couple of hundred bucks than will spend $2K, and they're going to expect and get a different product to the car player. Unfortunately we pulled out of the market before launching that product.

Rob