BHB 10.5.6 wrote (see)

I like the way people in the bike industry automatically disregard anything not made of one of the following materials:

Like the hundreds of products with ceramic bearings for instance.

Yes. And how much does each full-ceramic bearing cost? Answer: US$100-250.

How many separate parts are they made of? A dozen? Two dozen at most?

A full set of vertebrae gear & brake lines contains 800 individual ceramic pieces - probably more parts than the rest of your bike put together!

I get the feeling that biggest reservation people have is the cost. People understandably (but wrongly) assume that I must be bagging a whole load of money or something.

Consider that these aren't made of porcelain, they're made of aluminium oxide. The melting point is around 2050-2070°C, 300 degrees centigrade higher than Titanium. Each and every one has to be pressed and fired at up to ~1700°C for long periods of time. For reference, steel melts at 1500°C, while pure aluminium metal melts at 660°C.

Further, everything is manufactured in the USA because I trust they will meet my standards.

Now to give you an idea: the cost price of just the ceramic bits alone (i.e. without everything else like cables, teflon liner, plastic wrap, ferrules, end caps, packaging, assembly, instruction sheets, taxes, admin & web maintenance, profit margins) is higher than the recommended retail price of an entire set of nokon or ilinks!

So in summary, I'll never be able to compete in terms of price with other cable housing manufacturers, but quite frankly, I don't care. My goal was to create a product from an advanced material which with proper design results in a superior product.

Oh and Mike Spence, I'd appreciate it if you didn't call me a "twonk", "dim", etc.  Yes there is a cable housing forum section - I refer you to the same link I provided on page 1 of this same thread:

http://www.bikemagic.com/review/reviewcategory.asp?sp=&v=6&rgn=3&rcn=18

Dean Brown wrote (see)

Oh and Mike Spence, I'd appreciate it if you didn't call me a "twonk", "dim", etc.  Yes there is a cable housing forum section - I refer you to the same link I provided on page 1 of this same thread:

http://www.bikemagic.com/review/reviewcategory.asp?sp=&v=6&rgn=3&rcn=18

Err, that's the product review section..............................................................twonk. 

Just move on from this thread Dean, no one's interested in your over priced pointless product.  If you really do belive in your product then send Mike Davis a sample so he can review it and give us all an unbiased opinion.  If you're not prepared to do that then STFU.

BHBs spot on there. You could make them diamond encrusted if you like, they'll cost even more then.

No one's saying that you're over charging, just that you're in la la land if you think that's a sensible price for a set of cables! Of course you'll get some morons with more money than sense coughing up for them, but what part of you thought it sensible to sell a product when, in your own words, for the cost of the raw materials you could buy the rival product.

Did you do any market research!?