This is a brave step. Taking control over design and manufacturing is going to be expensive. I guess that's why they're starting on desktops. You can limit cus

This is a brave step. Taking control over design and manufacturing is going to be expensive. I guess that's why they're starting on desktops. You can limit custom fabrication to the cases and then it's just part-picking. There's also good margin on peripherals. But ultimately where this is going to make or break them is on laptops. The problem there is it's powers more expensive. Mainboard design, screens, batteries and a much lower uptake of high-margin peripherals. That said, many, many developers are happy to drop a few thousand on a good portable because it's a business expense they can easily justify. There's money to be had if they get it right. In that vein, they need to get away from their current image of rebadging generic hardware. Ergonomics are important.