When it comes to self-contained lighting there is a very big competitive market. Say what you will about the special optic providing for cut-off. When you market a lamp like this there still needs to a certain amount of output that will appeal to a wide range of people. 400 lumen just isn't going to cut it for a lot of people. Not to mention only two hours of run time and poor cold weather ( battery ) performance. I think if they had used Cree XM-L emitters, Li-ion batteries instead of NiMh with an option for an external battery set-up they could of sold a lot more of these. In short, they just didn't cover enough bases.