My store I worked at also had the disadvantage on the pricing end of having to send out the APS to the Kodak lab - we lacked the machinery in-house to process it, so it was not price-competitive with 35mm film. I wasn't implying that it was JUST marketing - but that those in need of that feature of APS were a limited audience. Heck, I can remember having to help folks un-jam APS cartridges from their cameras because they stuffed them in wrong.