Or simple "gear whoring". Working in lucrative tech can allow for expensive toys, and the personality type of a tech pro as a tool maker/builder crosses over to other hobbies/interests. See also http://www.militarymorons.com/ which I believe is primarily self funded.
The BD ATC is perhaps the most popular belay/rappel device around, even if everyone who read this article went out and bought one it probably wouldn't affect their overall sales much.
