of duplicating products, (2) low cost, and (3) product security and privacy considerations. For exam- ple, prototypes and mockups can be produced with the same color, texture, and finish as a mass- produced product. Moreover, due to the low costs of modifying prototypes, marketers can more easily test different product versions based on customer and design feedback. According to the chief designer of FutureFactories: ‘‘It’s cheap to do this stuff. . . .It costs the same to produce two different variants as two identical ones. The economies-of-scale ratio- nale of serial production does not apply’’ (Thilmany,
2009, p. 39). A senior CAD designer for running shoe
manufacturer New Balance adds that the company’s
3-D printing machines ‘‘run pretty much nonstop.’’ Each machine produces up to 100 models a month (Pullin, 2009).