It's hard to swim with sharks.

At one point we were trying to develop some high rise and tract projects with the early BOSE whole house stuff. (We were just trying to be "commercial" with a high name recognition brand, it was lousy product.) We held wine & cheese events for designers and developers. And, we had an outside sales person. Every time we developed a good lead, a factory guy would appear and undercut our price. It didn't take too long for us to figure out that BOSE should develop its own leads.