Why all the hype over these ecotec LEDs?

[reefwars]

same reason why nitemares are 40$/head on some sites while you can buy a frag of any common zoa for 10 or less lol its like it because people pay it, if no one paid the money they were asking for these lights they would be forced to lower the price or fail in the business.

i wonder what the real mark up is on these fixtures what it cost to make compared to what they retail for anyone have any ideas???