Maybe cheaper in bulk.. I haven't found them much cheaper than Shimano or Sram if you shop around. I have an FSA Vero crank on one of my bikes where the rest of the drivetrain is Tiagra and when I looked around online price I found the Tiagra for about the same as the Vero. I guess I just thought they might get a steeper discount from a component manufacturer if they bought them as a group.

The Vero is OK but creaks when I am mashing out of the seat.