I think they key point here is "proprietary". So you buy a Drobo to back up your Drobo. One bad firmware update and you have two bricks. And frankly - I'm looking for hassle free. If I wanted to stage Firmware revisions and test and then rollout I'd be a sysadmin. Or cut my wrists. Whichever came first. They have great marketing "Yep, Callie is very cute" - but the execution isn't even close.