Chuck Peddle (and other Motorola engineers) had been visiting customers to explain the benefits of microprocessors. Both Intel and Motorola had initially set the price of a single microprocessor at $360. Many customers were hesitant to adopt this new microprocessor technology with such a high price tag. (The actual price for production quantities was much lower.) In mid-1974 Peddle proposed a simplified microprocessor that could be sold at a much lower price. Motorola's "total product family" strategy did not focus on the price of MPU but on reducing the customer's total design cost. Their immediate goal was to get their completed system into production and they would work on improvements in 1975.