Oh, I certainly don't expect FLI, et al to change for exactly the reasons you mention. It's the players coming up from the bottom that have a chance to disrupt.
And I also understand the details on that "tens of dollars" page, but I think the factors for that are also changing. I'm unsure though if/when there will be a critical mass for change but I can see some possibilities. I still think we've got a bit of chicken and egg problem here - is the demand more muted because it's basically not consumer friendly?
Anyway, no matter how it goes, I also think ZWO won't put anyone out of business - if they do, I suspect the writing would have been on the wall for that company anyway.
