Some people would have gripes about purchasing a subwoofer from eD because of the following:

1. Odye finish is considered undesirable for many. Some may not like the idea of paying more to get it matte.
2. Long wait time of 3 to 4 weeks. Some may like to get the product within a week’s time at most.
3. Black is the only color available. Some may like wood or furniture-like finishes to match their interior decor.
4. Product does not include any sort of documentation indicating warranty information or initial setup. (I know because I have an eD A2-300)
5. Dimensions might be a couple or more inches bigger than other offerings. Let’s face it, not everyone has a big place to put a BIG subwoofer.
6. Unavailablity of professional reviews, graphs. For the technically inclined, graphs indicating frequency response against sound pressure level (SPL) are vital information in making a purchase especially when you can’t audition the product in stores.

What steps do I think they need to take in order to keep up with the competition?

I personally think that if they do the following, competition among internet-direct subwoofer offerings will be much tighter.

1. More finishes for their products such as what AV123, Hsu Research and SVS offer.
2. Have the more popular products readily available so that when an order is made, product can be sent in transit immediately after processing payment.
3. Provide even ample documentation regarding warranty, basic operation and setting up.
4. Send a model or two to some professional reviewers so that people would have concrete evidence of how some of the products truly perform.