They have very very few dealers and to the causual observer are once again primarily an internet seller. Their new product, the Rock Pro, is expensive and adding features such as 1080i deinterlacing is expensive (about $3000 alone), though adding further features will be much less expensive supposedly. How much can they milk there existing loyal customer base for? It was indeed meritorious that they took Rock Pluses in trade for Rock Pros but clearly they have no customer base to dispose of all they took. Enter AVS who indeed has a very large customer base looking for bargains. Is this one in light of the new chip processors out there and coming in the near future? Clearely, AVS is offering it for a very good price. To me, it is the best one can buy for the price BUT, there is much better coming very soon but albeitly at a more expensive but as Alan says affordable price.