Interesting product and design process, a few key points....
Great product name.
Now selling directly to customers for better customer feedback - better product
Interesting LED light design
'good design of the product alone is going to cut it—those that go the extra mile for the service will get ahead.'
http://www.core77.com/blog/business/big_ass_lights_how_direct_sales_can_lead_to_better_product_design_27932.asp
