This is not a case of supply and demand, as most people tradionally see it. In the loosest sense of the word, it is a monopoly(but without the negative things that go with being a monopoly). They have a product. The have costs they need to recover and they can charge whatever they want to. There is no competition and there are no substitutes. As Rob said, the price of the gear set is comparable with other low gear sets. But even that is a bad comparison, because the price of Toyota gears has very little affect or bearing on the cost of Isuzu gears (both production and retail costs).

Just because someone thinks the price is too high, does not mean it is. There is a vast difference between "Willing to Pay" and "Ability to Pay". If Ferrari made their production decisions based on the number of people "willing" to buy one of their cars, they would have gone under a long time ago. It is all about those consumers who are "able" to pony up the cash. The rest are just noise.

Sadly, I think some of the lack of interest is a result of the downturned economy and the legacy status of the Isuzu product line. Isuzu is dead. There will be no more new Isuzus and in 10 years, there will be a few people like those 1st gen owners now, who are wheeling late 2nd gen rigs. But there will not be a new crop of current model owners to pull the market forward.

The price on the Tera gears was and has been very fair. The fact that they only have 4 sets left makes me feel very good, actually. Regardless of the outcome, I did not want to see them get stuck with massive amounts of stock. The Isuzu market is not a fluid market. The movement of products is not like that of Toy or Jeep. I am almost positive that they knew it would take time to sell what they had produced. If, during that time, they saw a viable market, I am sure they would have done another run. Same goes for the 5.38's. They were better covered in that deal, but they sill retained some stock. If there had been an inkling of a market, they would have considered it.

Do not see this discontinuation as an abandoment of the Isuzu line. It is, by its nature, but it is just a good financial decison of Tera. Those companies who make bad decisions do not stay around very long and usually are not very good companies when they are in existance. Trust me, if you were in charge, you too would not make another production run either.

Good Luck,
Michael