[LiesNStartupPR]

Because there are multiple competitors in the field, and you are a new entry. In order to be accepted as an unknown in a quality and results conscious market, you either have to be way better, way cheaper, or some combination of those.

If you are an established player, then you can sell for slightly less and get market share from your competitor. But in a competitive market, he is also smart and makes the system cheaper, then undercuts you, and on it goes until price reaches equilibrium at a much lower price point.

If you are in a monopoly position, then you can extract a premium profit until either the govt stops you with anti-trust, or a competitor appears who wants some of that profit. If you listen to everyone on this thread, ultrasound systems are easy to make so jump right in!

Ultrasound is an incredibly competitive market with multiple large players, each of whom has high quality technical teams and they compete for market share.