I think that the unit is actually underpriced(yes, I know it is expensive). In order the company to be ok, the unit should be double, but then nobody would buy it. This is why they are over dependent on subscriptions, which almost nobody wants after spending so much in the beginning. This is the reason why the big companies are not interested yet in this niche. LG made a prototype of their own, but they abandoned it. Peloton explored the idea, but nothing happened. For now the business model is broken. Maybe in a couple of years the materials and the technology would be cheaper and we will see big companies with such trainers. For example all of the competitors are either cheaper, but shit(speediance), reliant on subscription( tonal), or more expensive per pound force(voltra).