Breakthough ideas become real every day - they beat down preconceived notions about the "rules" and prove what we understand isn't fixed after all. We constantly read and hear about these events - and from the contrarians who just can't believe someone figured it out. If WDRP, Robert and Design 1st have had their "AHAAH" moment this will be very interesting, very fast!
If their claims are true, then WDRP's efficiency advantage is worthless. WDRP will need to beat their competitors on retail price and wear & tear (warranty). Or perhaps this is simply a big enough marketplace and even getting a small sliver can turn large profit?