No overhead? What about all the IT work Saki mentioned? What about all the hand-holding and support during a flash with independent buyers or helping a reseller set everything up?
The flashing actually sounds like it’s more costly and a bigger headache for them than the old method. It’s just that it’s easier for the end customer. You don’t need to buy the cable if you can borrow one. You don’t need to pay a shop labour rates if you can do it yourself from what I understand. So all said and done, this is probably costing them more (for the time being) than it used to. Maybe once they have an established reseller network across the country and all the support efforts go down, then they may save a few bucks. It’ll take them a while to get there and then, once they’re there, another long while to recuperate everything.