Cheffo, I'm really surprised. You think ark_ader's "advice" is good... another encoder, yawn, you got some balls trying to bring another encoder to market, eye-roll. Bryan is obviously not creating hand-made keyboard controllers in his basement and selling them out of the back of his van. The man is trying to establish himself in a wide-open (yes, still wide-open) market, and he's obviously way beyond the point of, "ya sure you're not getting in over your head, kid?" type of advice. He wants to become a one-stop shop, and I think he's off to a great start.
Thanks. I'm kind new to this whole thing so I really appreciate your telling me that I am unaware of the market.

If you take the time to read what I wrote, I said that I wouldn't dismiss ark's statement out of hand, like you did. I never said that his advice was right (did he even give any advice ?)
Back in the day, Tiger-Heli would beat the living crap out of every encoder that he could get his hands on and wrote amazingly detailed reviews.
Nowadays we get people chiming in who have never even read TH's reviews (which really is required if you want your opinion to be taken seriously), yet expect to be allowed to stand on the lawn shaking their fists.
You ask for a clear and obvious advantage to the consumer, I'll give you two, even though Bryan has already stated them earlier in the thread. Bryan's product is not a keyboard encoder, it's a USB joystick device. One advantage to that is, not only will it work right out of the box with MameUI (or any version of mame with mimumal tweaking), it will most likely also work with most of the 20 other emulators on your system with minimal or no tweaking. Think of how many emulators have a checkbox to turn on joystick support, rather than mapping each control to a keycode. With this encoder, you can do that.
I do now have some reading to do based on information that has now been kindly provided to me by PM from a few parties. I will read that information and respond to the parties privately. I am not Tiger-Heli and am not going to get sucked into the type of debate that Hoopz properly anticipates.
I find it strange that you write "USB joystick device" as if that, in itself, is something revolutionary. If you think that is, then please shut up now and let the grown-ups talk.
Here's another one. Read the 5th post in the thread. The ability to engage Shift functions only within your own "bank" of controls... Player 1 can use a Shift function in the middle of game play, let's say Coin Up, and not worry that Player 2 is going to hit a Shifted button on his side and screw up the game. I don't have admin buttons on my current control panel, so when I'm playing Gauntlet with a friend, and I need to coin up, I have to ask him to stop playing for a second while I use the Shift function of my IPac to coin up, because I have shifted functions mapped to nearly every button for use in other emulators like C64. Now picture each player has their own shift button that doesn't affect the other players' controls.
Now, that is the type of thing that I was talking about. However, I am not sure that it solves a problem that wouldn't be solved better through alternative CP design. My first MAME cocktail suffered from exactly the problem that you describe. IMOP (sorry, channeling Xiaou2), if you want to coin-up then use a coin -- that was how I solved that problem. I see how having a shift within each bank can be valuable ... I'm just not convinced that it is revolutionary. Some folks really like that the 6-in-1 JAMMA switchers have a remote. I think the remote is a crappy way to switch games. My preference.
So maybe you can point out what part of my post was foolish, Cheffo, if you show me, I'll cop to it, unlike Ark. 
I dunno ... I think it was the part that said that the market was wide-open.
How many encoders have come and gone in the past decade and why ?
Some of them sucked, but many didn't.
While I think that ark was over-the-top with his attitude (and, really, when isn't he?), I do think that this is a fairly saturated market and, if you bring in a new product, you had best be on top of your game and bring something new.
I'm not saying that Bryan isn't bringing something new or isn't on top of his game, just that it is foolish for you to dismiss the naysayers just because they are obnoxious.
