Low production cost makes it easy for new manufacturers to enter the market and destroy the value of your investment. Dyson’s approach of high quality and technical excellence also led to an impossibly large accumulation of sunk costs that could not be recovered.
"High quality and technical excellence" are brand image perceptions, and do not necessarily reflect actual capability of a producer. High cost is often perceived as high quality when it may not be true. There are many low cost producers who exceed the quality and technical excellence of the high cost producers. In fact, that's likely more true than it is not.