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In terms of my apple comment, you may hate them but you can not argue with sucesss as people queue up in line to wait for thier next product. They can charge a premium for thier ipods, because they have a well thought out and comprehensive content distribution channel that locks thier customers to thier hardware (Itunes)
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I didn't but my ipod (1st gen nano) because of the distrbution channel - I bought it because I thought it was sexy!!! I was prepared to pay a bit extra for such a beautiful (and still functional) object. I'm sure I'm not the only person who bought an ipod for this reason (and remained oblivious to the mechanations of itunes)
Back to iRex - I personally don't think that their longevity is dependant on $100 dollar fluctuations in pricing, so much as on their ability to define a niche market, and consistantly strive to meet the needs of that market.