In the world of computer hardware it is pretty rare for you to find a new company breaking into the industry. Sure, there have been several over the years and a good number of them have been wildly successful however, as you can imagine, the climb is a delicate balance of products, marketing and reaching the right niche at the right time. Handling each segment depends on the product for instance cooling is all about performance while fans tip between noise and airflow. When it comes to cases there is no clear direction but the general consensus is to concentrate on cooling performance and noise control.