Earlier quoted context omitted.
The machine is so expensive. The lease on it is more than our rent. It works for that store because of its location.
A hacker-publisher friend does "print-on-demand" the simple way; a high-end laser printer plus a high-end perfect binder and cutter. I think they kept their equipment costs down below $10K. The standalone machines don't do much besides print and bind and I believe cost much more. This is a solution for a low print run rather one-of-kind printing but it works for him.
If you can get your prices competitive, there might be an opportunity for you in thesis printing.
If you could get your prices so low that a professor with a ready-to-go textbook in PDF form could get it printed on demand cheaper than going through regular publishers and college bookstores, that would be a big opportunity right there. By all accounts college textbooks in America are very expensive, but neither authors nor publishers admit to making much profit, so presumably there's a lot of inefficiency there. Could be ripe for disruption.