I can't really fault ADG too much here. Just about everyone here knows there was a falling out between ADG and ADA. ADG has to come up with some sort or product line. Natural Aquario is close to what they were selling.
I recall from my elementary economics class that when you overprice your products you encourage others to compete with you by offering much the same as you offer, but at a better price. A better business model is pricing just a bit above the market, leaving little room for competitors. ADA has been very successful with their pricing strategy, but eventually that success will fade away. ADA can, of course, counter that by offering still better products.