thanks. yes you are right. it is market segmentation. you move more units for a lower weighted average margin. just seems silly your actually modify the product to make it fail early just because someone paid less for it. i get it for software, you leave features off or put them on and charge less or more. but for an actual physical product, you are playing with operating hours as a feature, just seems new to me. if i was to do it, i would put some money into picking cheaper parts for the lower lifetime pump. then i could perhaps build it for $7 and get more margin for these sales. but i guess it depends on how much money you put into integrating cheaper parts. but even making it fail early by programming cost some money.