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"especially given GSS products can be used with existing lab set ups whereas a number of their direct competitors seem to require extra equipment." is incorrect....sort of.. in some instances
You can claim the same for all the other suppliers kits. The extra equipment really just means multiple test/manufacturers may be run on the same platform eg a Roche LightCycler 480... in a 384 well format particularly.. higher number of samples can be run. Ausdiagnostics uses a specific set-up, Seeplex can use the Biorad cfx96 platform [less throughput in 96 wells], Randox... fiddly, Qiagen.. got nil, Roche...still waiting the 'arrival' of a kit!.
The key is the front end hamilton robot and 384 well format allowing the higher throughput.
The technology is different in that it converts nucleotides.. not always a good or specific thing!