General Chat, page-10

Yes, the trick I think for the Company is not to lowball the hardware cost as that can lessen the perception of value and quality. Then price the cartridges mindful of the value add. If you are already forking out big money for a cycle, you are sure to add a reasonable percentage to get the best outcome re the sperm quality. I would be encouraging the company not to think that they will get the whole market and charge X, but price it higher - as no one will get 100% of any market, and make that work. Old marketing truism. If I was MEM I would look for a more modest market penetration (and be happily proven otherwise) and make great margins than lowball it. Quality products demand a premium.