Best of luck to them as that type of product is not our business model nor are we interested in making it our business model. We prefer to stick to plug and play type products.
Ignoring the whole business model comment, the DIY solution is as much plug and play as anything that you offer. The only mod necessary is a 30 sec modification of the feed line.
BTW, very few people run the filter upgrades as most don't need them. So for $400 you can get a complete plug and play solution that will support up to 650whp on E85 mixes, you don't even need to fuss with a secondary pump, and you keep your stock bucket...no DIY necessary.
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That's smoke and mirrors and a clear effort at misdirecting people.
If you are comparing apples to apples your $400 solution, which is really more like $698, with the added Hydramat, is ONE PUMP. The equivalent DIY solution, one 450 Walbro with Hydramat, would cost $305.
And what do you know, both use the SAME Walbro 450 pump, so how much HP do you think the DIY solution will support? The SAME horsepower as yours. The only difference is that the DIY solution actually has a way of keeping the fuel socks wet when the car is under g's but yours doesn't.
Also, with stock buckets costing all of $40 shipped, you could go DIY and buy five extra buckets to keep on your shelf if you wanted and still not spend as much money as the Fuel-it setup.
The truth of it is that what both products do is nothing special or magical, they are just ways to hold a pump submerged in the tank. You can try to post dyno sheets, graphs or whatever to hype up your product but at the end of the day, unless you a special ordering your pumps or making your own pumps they all are going to do the same thing. The only question really is what is the true value to holding a pump submerged in a tank.