I wonder if the competition wouldn't just skip the security, then beat you on the price because you are paying lots of money for security experts. Most customers don't care about/understand security and your company fails.
Find a way to demonstrate the flaws in various products, aim for non-consumer markets. Businesses that have an actual motivation to have secure devices like the hotel in the article would be more inclined to spend the extra money, especially if it at least eliminated a trivially hackable configuration like, again, in the article.
