It is a generic Chinese MKS 1.4 board. 20$ on AliExpress, you can get it with driver chips and the larger screen for around 30$, usually shipped free. And that's single unit purchase price.
That is a 43% markup.
Saying to the customer, “ you know that sucks, unfortunately you are beyond our replacement period for defective parts, how about we offer you a new board at a discounted price”. Reduce the 43% to 23%, they keep the board they already have, and the drivers, which you have already profited from, send them the altered firm ware to get them through the delivery period, and, still using your product. The customer walks away with a smile. Down the road when they need another, they come back to you for that board, or drivers, or switches, steppers….the stuff they probably make the most profit from as they only have to un-box it from China, repackage, and sell.
Word of mouth, or in this case, positives of text, is golden in the online sales market.
Failing at this leads to customers looking past the convenience of the USA shipped from address, and google’ing up an alternative, of which there are many. It also leads to a week market position, which invites Chinese companies to say, hay, we can make that, it’s all our parts anyway. Then they throw their superior cost/profit margin behind that, find someone in the USA to market and handle customer service…And now FT has competition, which I strongly doubt they could overcome.
I hate seeing it happen, but it can and does, and it is all about ignoring that opportunity to give short term, survive long-term.