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Yeah, this is the issue. Niche devices don't sell many units, but the same amount of product development has to go into creating them. The result is they need to sell it at a higher price point.
This issue is funnier (or more tragic?) with huge government projects, things like fighter jets. They need to do the R&D either way, so there's a base pricetag of perhaps $200 billion. Now If we build 200 units they end up costing like $1.2 B a piece with most of that cost just being the initial R&D. But let's say we manage to sell 40 to England, 22 to France, 34 to Australia, etc... we could potentially get their "per unit cost" down to 500M a piece just by making and selling more units.