I am really glad some asked this question. Although I am too new to this hobby to add value, I have been thinking a lot about this, so here are my thoughts anyway.
First, let me say that I have an RSM 130D and I like it. One of the strongest statements about a product is whether someone would recommend to a friend. As for me, I would; but the answer is qualified, so that muddies the water a bit.
Product sales are always about building a brand and marketing message that puts the product in its best light. We in marketing call this "spin" instead of lying, although sometimes the line can be blurry (or downright crossed!). The most important aspect of selling most products are the big three: the top three reasons that someone would buy your product over the alternatives, whether they be competitive products or DIY. (Of course, for any individual, there may be 7 or 1 reasons, but, in working with statistically significant sample sizes, having at least three primary compelling reasons to buy something increase the chances of successful selling.)
RSM's marketing niche is an all-in-one-we-make-it-so-easy thing. They offer a lot at a very good price (relative to alternatives) and in a very attractive package. So, in short, they are usually winning with customers where the following are important (not necessarily in this order for every person):
- All-in-one, out-of-the box
- Modern and Attractive
- Affordable
So that's the marketing, but the reality is more complicated. The fact that the users in the forum (from my estimate, the largest RSM user community in the world) often recommend upgrades means that the product falls short with (1) and perhaps (3) above. Of course, there are plenty of people out there running reefs with 100% stock RSM equipment -- maybe they are not as robust or healthy or easy-to-maintain as others with some upgrades; maybe they are a little louder; and maybe they house only harder species. Or, maybe the stock stuff works fine for them because sometimes the stock stuff works well. The point is that there is variability in expectations.
Is that bad? Not really. I doubt aquariums are a high margin business. We all want products sold by manufacturers that will be around to support those products, so we don't expect perfection. But those of us with a few mushrooms and damsel fish are not as picky as those with more difficult LPS corals. Also, the fact that many (not all) of RSM's customers are beginners means that many do not have an experience base through which to judge whether they bought a good product.
So for me, the IDEAL vendor would offer the following:
- Easy-to-use, out-of-the-box solution
- Attractive, contemporary design
- Affordable Pricing
- Quality product and support
- The ability to upgrade various components based on what I intended to keep in the tank
Although not marketed this way, the RSM does meet this criteria. The inTank media basket, my Koralia, the tunze 9002 skimmer, and my jager heater are arguably reasonable upgrades (IMHO, I should not need to upgrade the heater). It would have been better to have the option to include them in the original order, but now I have a backup skimmer and heater which I should probably have anyway.
I think there is an opening for another entrant into this space. The ordering process would be more like ordering a Dell computer. You get the standard components at the base price, but can add additional components for more money. On idea would be to select a bunch of specific animals or maybe general types and tank builder wizard would recommend specific upgrades. I think it would be best if the vendor did not also sell it's own components, but instead offered a wider range of options.
Of course, this would not be cheaper than the RSM. It would be more expensive. The margins would not be as good either, but if you could do the volume to cover costs, you might just stay in business.