They devote most of their budget to R&D, so they spend very little on marketing. Aside from China, their biggest market, their global marketing strategy is concentrated on choice markets, such as Japan. They tend to delegate marketing in local markets to local distributors because of their language advantage, so the success of the company's visibility in these markets is dependent upon the individual distributor's ability to scale. Dunu's online presence, whether he on head-fi or on social media channels, is sparse because these roles are delegated to workers who wear many hats. If they had a dedicated employee with experience in social media marketing, SEO, and e-commerce, they would be a lot further along in the online marketing area for global purchases, but the employees who do this stuff for them are essentially learning on the fly. This is a language thing as well. Look at their social media presence on Chinese language social media like Weibo or Baidu and their techniques are a lot more savvy and ever-present.