Since we design and manufacture our European and select North American hardware on-site and remap all of our software in-house, we can offer our dealers and distributors profit margins of 20-50% on both hardware and software--application dependant.  By comparison the vast majority of our "competitors" outsource one or both of the above, ensuring the involvement of a middle man and therefore increased cost that is past down the line.  In the end the customer ends up paying for an inferior product at an inflated price.