Even the company said they were surprised at how fast the competition was able to get the 4k streaming tvs to market. I think they saw the writing on the wall saying 300 for the np1 was just too high. I think they may have sold the rest of them close to cost and maybe licensed their technology to some one else...You also need to realize the overhead this company has, trade shows, rent, labor. I know not all is rosy, but Im sure people who pwn Sony stock are asking similar ?s about their own company .