It is difficult to determine just what, exactly is so revolutionary about this device. Is it that it is small and easy enough for an untrained operator to run?

It is difficult to determine just what, exactly is so revolutionary about this device. Is it that it is small and easy enough for an untrained operator to run? Is it affordable enough for a bookstore to install? I ask, because on-demand book printing is nothing new, and $8 a book has been achievable for a long time. Lulu.com does it with Xerox iGen3's and 4's, attached to perfect-binding equipment, with a really snazzy workflow that automates everything from order to shipping. Of course, a single-machine setup requires a trained operator and about $1 million. (I'm a certified iGen4 operator, but not affiliated with Lulu).