Actually in my opinion the new owner of ULA is smart. Let's start out with the assumption that Brian was earning a wage, not running a "profitable" business. This is typical of many small businesses. And eventually they fail.
So now we have a new owner who not only has capital invested in the purchase (he needs a return on this investment), he also needs to pay himself a reasonable salary AND he needs to make a profit, which is different that his salary. This is what good businessmen do. This is America and talented people go into business to make a PROFIT.
Now we have the complaints that GoLite has gone mainstream. Do we want ULA to go mainstream too? Of course not, we are selfish and we want quality UL equipment.
So lets look at including all the options as standard equipment. I call this the "Package Pricing Technique" and it is what I would have done also. Every pack is going to get the works. Which means that every pack is providing 'incremental' sales. Plus the production line will run every item for every pack. No more back orders because they did not anticipate the demand for pockets, etc. It makes it easier to manage the production line, and easier for customers to order, and easier for the accounting functions of the business office. Sounds like Chris is a smart man.
Now we can sit back and whine and nit-pick. But these are the things he is probably going to need to do, to stay in business. My hat is off to the gentleman.