The real issue is, in order for a manufacturer to make a good business case for THX certification, it almost certainly has to be done to at least one of each different kind of component they make (amp, DVD, etc). THX adherents are going to want THX everything, so no sense in losing those incremental sales to another brand that does make them - and those THX fans out there would probably agree that they'd be more likely to buy a THX certified 990 in the first place if Outlaw offered other THX certified equipment (opinions, folks?).