"They offer an attractive time to market," said Ross Young, president of DisplaySearch. By ordering 50,000 units, a company can receive a shipment soon after payment, keeping prices in line with costs. "Sony's December product could have been paid for in June," Young said, when parts prices were higher. Danger for profits Sony recently cited rapidly falling flat-panel TV prices as one reason its consumer electronics division's operating income dropped in the third quarter. Yet there is the danger that if low-cost brands do gain significant market share, the larger players, with deeper pockets, will reduce prices to compete. "As soon as Samsung, Sony and Sharp see a viable threat from these guys, they'll do something about it," said Chris Chinnock, of Insight Media, a research firm. "I can't see all these competitors surviving even five years from now." Li of Syntax said his company is in for the long term.