if stern just throws out a number and hopes someone will buy, I would be shocked. I dont think its any more complicated than supply and demand. its not like they could put a 15K price tag on their latest machine because they are greedy and reap all the profits. granted 15K is 85K less then the latest asking price for a MM on the classifieds (lol!!!), but seriously, that price would drop sales considerably (imho) and effect profits just the same. perhaps its why we see pre order components to jersey jacks new ones??? maybe he can get an idea of who is willing to pay what prior to investing in the making of the machine??