Platinum power needn't cost the earth. Ready for an industry secret that's hardly a surprise? Most so-called power-supply unit (PSU) manufacturers don't do any, well, manufacturing themselves. The normal route to a retail presence is to partner up with a company who has genuine manufacturing capabilities in Taiwan or China and have them build PSUs to your specification.

This specification usually isn't very different from the base platform, thus enabling new supplies to come to market quickly and without too much of a price premium.

But what if the original equipment manufacturers, known as OEMs, decide they want a retail presence of their own? They have the technical know-how, evidently, so it's a case of subtle marketing that doesn't take the shine away from other companies who use their designs.