I applaud a manufacturer willing to exchange ideas with end-users on a public forum, it makes good economic sense for user and manufacturer both. However, I too find it odd and slightly disturbing that a manufacturer would reveal their customer's purchasing levels without the acquiescence of the retailer being mentioned.........no wonder Reptile Basics went elsewhere for their heat tape. I must commend them for experimenting and reporting back to the community on a better, more reptile-specific product soon to be offered for sale. Seems like a class act to me, while it's pretty obvious Calorique isn't a reptile-oriented business with little if any experience in the discipline. They just happened to get lucky enough to have a product made for a completely different purpose which enterprising reptile keepers discovered and adapted for their specific needs. Now all of a sudden Calorique seems to realize that the competition just caught up, and now that "piddling" 90 grand sales figure is quickly evaporating before their eyes. If all of this gives us a better, more useful product at a better price more the better for everyone....let the competition begin!