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For a BOM, 2 cokes is not exactly cheap once you scale it to tens and hundred of thousands. Imagine a SaaS where you are charged for every single database row, that is the reality of hardware unit economics.

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As shown by Arduino and Raspberry PI success, not everyone wants to scale up to tens and hundreds of thousands.

Those aforementioned products are designed for prototyping, for production Atmel chips are fairly competitive.

There are plenty of "production" projects done by maker community.

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