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I think because overseas there are much longer periods of the year where standing outside to do visual would be just far too cold and bleak, so the Mallincam phenomenon fills a real need. Also just a lack of exposure to the tech, I think it is a real word of mouth thing, to see one in action would be a very strong sales tool, a lot of people who are disappointed with the faint B&W views through their eyepieces would be very interested in suddenly being able to see detailed colour images more like the ones they see on TV.
Here we are luckier with the temps and weather, but I think there will be a snowball effect once people start to see them here.
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