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We have argued that the innovations that have enabled a long tail of products in several industries can be leveraged to do the same for hardware devices. While we see these established innovations as necessary, in the case of hardware, they are insufficient. Devices bring additional complexities in comparison with products that can be distributed digitally such as apps, books, and movies. One key difference is the replication challenge, especially at low volumes where economies of scale do not readily apply. It is certainly possible to be successful with a niche hardware product, in the same way that niche apps, books, and movies have been possible since the inception of their respective markets. However, as things stand, low -volume manufacturing is hard and requires tough tradeoffs between complexity, refinement, and price. As a result, it is all too easy to fail. We believe that a sustained focus on the replication …