People often have a hard time understanding the role a company like mine has. As an example of what it means to sell hardware IP, take a look at the SMaLCamera Ultra-Pocket Digital Camera. You can buy it from Logitech as the Pocket Digital or at Radio Shack as the FlatFoto. It's about the size of 6 credit cards stacked vertically. You can keep it in your shirt pocket or purse and hardly know it's there. SMaLCamera developed the image sensor array but used the ARC/VAutomation V8 and VUSB to provide their microprocessor and USB connectivity. It's no high end Nikon, Canon, or Sony digi-cam, but it's quite good for its very consumer friendly price point. They were able to integrate more functionality per chip and achieve a faster time to market by buying the processor and USB design work and integrating with their expertise.