I understand Nordost is selling its own cable cooker. But if they really believed it works, why not just cook all their cables as part of the production process before sending them to the dealer? The per unit cost of cooking a cable would be much cheaper to the consumer than if the consumer bought a cooker. The resulting product would then have a competitive advantage against other brands. Then, if the market works, other manufacturers would produce and advertise pre-cooked cables (kind of like pre-shrunk clothing) and the consumer would not have to spend hundreds of dollars for the gadget.