No one would argue that today is a Commercial Off The Shelf (COTS) world, but for many COTS users the choice of using COTS has the added meaning of “Monster COTS,” where only big public companies can make COTS equipment. Nevertheless, there are several unique ways in which smaller companies (“Focused COTS”) providing the same COTS equipment can make themselves the only logical choice of a hardware provider, regardless of the end product’s installation size. The areas in which these Focused COTS excel include: deployment cost and support issues; uncontrolled upgrades; asynchronous upgrades; black box testing fallacy; land mine problem; life cycle performance curve; promise versus deliver; end product differentiation; the ROI rub; and technical deprivation.