For the consumer, the idea of, and the ability of the applications to use, third-party add-ins means applications that are infinitely extendable. Because add-ins are typically made by smaller companies or even individuals, development expenses are smaller and can be justified by smaller returns. For instance, a major application developer may call a product a failure if it sells less than ten thousand copies. A small plug-in developer, however, could consider a plug-in a commercial success after only a few hundred sales. And that means that more, and more specialized, add-ins can be created to address different needs.