@Mark_K If you compare the cost of an Apple laptop now to a PC laptop vs. early 2000’s, their cost has tracked closer and closer to the effective commodity price if you consider other computers to be commodity. Basically, the brand has some value that consumers are willing to pay additional cost for, if you sell more, you dilute the brand and also create more support work. Over time, you either pick a low volume, high price and elite brand positioning or high volume, lower price and affordable brand positioning.
The whole painting printing with ABS as experimental really disappointing. They had how much in funding that could have gone through some reasonable R&D, but it is re-directed towards marketing. But, oddly enough, 3D Systems also has trouble printing with ABS, as shown in some of the more recent videos of their new machine. Odd.