No offence guys but I for one think this device is an achievement. You can call it what you want, but in a technical view of the product, its quite awesome. I mean we have a drive emulator (requires a key) but once that is gotten, we have a fully emulated PS3 Drive, which will to the quality of the image emulate a real hard-copy disk. This is a totally different approach and since there is no competition its not a "rip-off" it is their own work. The FPGA's are worth quite the penny without being drive emulators so I expect this to be in the $150 range (at least). Once the drive key is gone no matter what firmware you are on, it will boot the ISO because its not a software method. With this if we sign homebrew like original sub 3.56 games, it will boot (at least to my knowledge). I for one won't be buying one, because I'm cheap and i primarily use my PS3 as my video entertainment system but I give these guys props, drive emulators are hard work. Especially with a mostly undocumented hardware protocol.