I don’t think he is looking to pay below market rates. He seems to have realised that if he wants to develop his product to that level, he’d have to massively g

I don’t think he is looking to pay below market rates. He seems to have realised that if he wants to develop his product to that level, he’d have to massively grow his business, something he says he’s not interested in doing. He says he’s just interested in operating a company that pays his bills. He’s found an audience for his product the way it is. The question he seems to be answering is “why don’t you try and grow your company”, with his answer being “because I’m happy with the way it is”.