To me ADA is something of a high end boutique brand that appeals to wealthy people who just want what is or is percieved as being "the best" and aren't so concerned with cost
Unfair!!! - location, location, location
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If I want an optiwhite tank, ADA is the most competitively priced glass box available - was rather shocked recently to see a non-ADA 30cm cube tank that was not finished near as nice as my ADA version retailing at 10% higher! (& this is at a shop that offers very competitive pricing ... )
When I looked at lighting that same 30cm cube, Current USA (& others) don't offer LED units in that size range, the Hagen alternative was not attractive (nor all that economic), I'd really like the new Flexi-mini but it's not yet available (that I can find) in a US plug - so given my "want" of a low profile & non-black LED (who knew these were such unusual
wants) - I ended up with the Aquasky
ADA cabinets & filters are way out of my budget
Glass fittings - ADA & Do Aqua are available, anything else, either no one wants to ship or shipping is $$$ (I always pay insurance & it can still be the devil to actually collect on, so not the most efficient way to obtain fragile items) I'm waiting on a stainless set that fits my budget (& wants) after currency exchange & shipping - eheim green really isn't all that bad
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Aquarium soils - if you think ADA is $$$, try costing out the Hagen equivalent
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Hardscape - it's all $$$ (again ADA versions come in at some very competitive pricing)
ADA came in & changed UP the local aquarium trade