A perfect illustration of branding. Ionics spend a fortune advertising that their system is the best, very difficult to convince us when they build their systems from readily available parts.
I have made the comparison with Rolex before, and I do it again, A Rolex is not a better time piece, my Casio digital keeps better time than my sons Rolex Oyster, and that's a fact. The success of Rolex was proportionate to their glossy mags advertisements, people fall for these advertisements hook line and sinker, if you can afford the advertising, you can persuade enough people that they are buying a status symbol, and that my friends is exactly what Ionics are attempting to do.
Some window cleaners that have paid well over the odds for their systems resent their own gullibility, when they realise that someone with a system costing half as much is doing just as good a job.
Of course Ionics are expensive, the cost of their advertising is built into the price.
My son recently sold his Rolex, why? Because there are so many fakes coming in from the far east nobody believed his was real. No status in wearing £3000 on your wrist when they think it's a fake.
This is what Ionics fear most, they are afraid [and so they should be] that window cleaners won't buy their systems if every Tom Dick And Harry can have their logo on the side of their van.
Ionics are trying to convince us that they are the market leaders, and that their logo is the key to business success.
I would have a picture taken of myself using the pole, and have a large silhouette made from it to put on my van, then they could go and whistle Dixie.