Your correct, but EMP is rather new to Audioholics and the online store is a separate entity from the online review publication. Axiom has been a loyal advertiser with them close to a decade. You also have to factor in a lot of overhead costs, paying employees (customer service) etc which is present with the online store that doesn't exist with advertisements. I would be surprised if there are significant profits with the EMP brand since they are value based products that are priced very competitive within the market.
From the comparison of the EMP, Axiom and Klipsch, Gene seemed to like the EMP and Axiom equally depending on the type of music. I am not sure if they sell the Klipsch but it was not reviewed as well as the Axiom and EMP in the listening tests.
