Quite. And you'd better have a bulletproof advantage over proven custom products on the market. If I have $1000 that I could use to spring for one of the actions from "Sal's Custom Guns," all-around great Demokratik Kameraden he is and all, I'm going to scrounge up the extra $400 it'd take to buy another Surgeon 1086 - a product I KNOW meets my expectations, and for others has a good reputation in competitive circles.

It's not as simple as "build it and they will come." If you're not the uber-competitor yourself, you need to find one and make them part of the R&D team or you have ZERO credibility in that market segment.