Agreed, a fascinating story about a company making fantastic cameras. I have an ETRSi on my shelf right now. In the 1980/90s many a serious advertising photographer used them in the UK and I can't believe how reliable and resilient they truly are. And the origin story is fab.
I could never afford this new, but about ten years ago I could, as the value of film cameras fell off a cliff. Get one now, folks, before everyone reads this story!
Lots of interesting history and insights about product development, bootstrapping a company, and sheer vision and tenacity.