They get it, they building a social platform around the product. Maybe its because they have the DJ attitude of keeping people on the dance floor (or on the brand). Their social platform is actual creating a market to sell their product to, witch is a good commercial point for them to “mix” social values with music.
Pacemaker is a revolutionizing portable music player equipped with an extensive range of professional audio manipulation features enabling limitless mixing between two independent channels. Pacemaker.net
Why are not other brands doing the same for cars, houses etc?
Update May 26: Did test Pacemaker at a shop yesterday and it’s an amazing innovation. The company behind it is Tonium (check out their site, they are looking for people to hire and as their photo above shows they are serious about innovation).