I think we have a winner!! Marketing is the whole deal here - and I'll bring it out in another way as well: In the company I used to co-own we sold a product designed for funeral homes - the market really only have 5 major players and several little ones. Our product made us very likely to be a major player, and we were working on that. It's a long story on why I sold, and why we didn't make it before I left, but the bottom line is marketing. Our product had the backing of major funeral directors. Ours had a better price, and MORE value. We have services that NO OTHER provider has. We had better support.... BUT what we didn't have was the $$$ for markting. The 2 biggest companies in this game both were multi-million dollar companies who spent millions every year JUST in markeitng. It wasn't that they had a better product - theirs was good. Sometimes they had a price that could be more than double. Sometimes they had hidden fee's. Support was lacking. BUT MAKRETING was what they had - when people went to think about getting a product, they thought of THEIR name and ordered based on that. PCGS had done a ton of marketing and while I think NGC has as well, there are alot of un-informed buyers out there who have just heard PCGS for so long that it is what they preach. Speedy