@DreamTheaterRules You speculate, rationalise and cherry pick when you say things like "Atomic is a small company, therefore ...", "Atomic spent all their time time on X, therefore ...", "Fractal prices are higher, therefore ...", "LIne6 have more employees, therefore...", etc. Please consider one example: Line6, being a large corporation, has a lot more costs (third section) than a small company like Atomic. How come then, that the price of the Helix LT is only ~50 pounds more than the AA12 considering that: A) Atomic only has a handful of employees B) Helix LT offers more expensive (hardware and software) features like: more amp models and effects, a multitrack audio interface, an expression pedal, more I/O, capacitive controls and switches, more complex firmware and editor, online preset exchange application, better customer support features and finally more feature/bugfix updates. The answer is in that article that explains how prices are decided and it is pretty logical and obvious. My point is that Atomic is not your little friendly, corner shop owner that offers you free candies so please spare me of apologies and explanations on their behalf. P.S. I am totally entitled to ask for value, especially from a small, boutique and expensive company like Atomic, thank you very much!