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Putting aside fact that homeowners can buy HVACs online and get it shipped, how it differs from mrcool ducted heatpump that, for example can be bought for under 4k for 3ton model and have DIY install (no vacuuming needed), besides nicer of external unit and prettier app ? as opposed to 12k for yours + 8k install ?

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Yeah, its a good question. I think 'direct to homeowners' has generated some confusion that this is a DIY product. After a purchase we have one of our contractor partners perform the install, they also bring the unit with them, we don't ship the unit to you and expect you to find your own installer or DIY.

no confusion here. i was asking why it's triple the price for same functionality (before installation) ? with regards to total price including install: it pretty much same price as any central ducted heatpump that offered by lenox/trane/etc. what's the innovation here ?

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