So the the reply from James in the gallery was mostly a very polite way to describe a consumer locking in
"Of course we do this for your benefits". Interesting what scale of performance gains was promised, probably in single percents range, which is usually buried in the other noise like inflation and energy price fluctuation?
We avoid this like plague at work with electronics. Even if there is a magic chip that solves the problem more efficiently, there is usually too much risk to have a single source, manufacturer can hike the price, go out of biz, there may be a global shortage like recently etc. Though our economics may be different to the HID lamp area, energy price usually do not matter, but the development is pricey, equipment is sold and the money is spent at a single time, but the the reliability and reputation counts etc...