My personal opinion: To acquire it before Texas Instruments does.
LOL... There is a shop up the road that sells TV's... Very expensive..... I don't go in....Ask yourself these questions....
A) if you are ok using the cheap ones, why do you care if Analog Devices products are more expensive?
B) if you really need the uniqueness, accuracy, performance, of the Analog Devcies parts, why don't the other companies offer a lower priced alternative?
C) if you could make something your customers want and your competitors cannot copy, wouldn't you want the best possible price for the preferred part? What is that called? Oh yeah, capitalism and Free Markets.
Do you also expect to get a BMW for the price of a Skoda?
i've been working with the ADALM-PLUTO SDR transceiver for a project i'm working on. the PLUTO costs $150.00US. the radio chip in it costs about $300.00US... i'd be better off buying quantities of PLUTO radios and just adding the rest of the hardware i need...