Because people who buy Squeezeboxes like to think they're clever in having found such a great gadget, and it being made by a small company adds to this; having say an amplifier with an obscure name on it has much more kudos than one that says 'Panasonic'; it says "here goes someone who really knows their stuff, and has hunted out technical quality rather than buying the first box they saw." If that amp says 'logitech' then it says "this box is nothing special - it's made by the same people who made your 5 dollar mouse". Whether that is right or wrong is a different question entirely, and we'll hvae to wait a year or two to find out.
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