Put it in perspective. I feel bad for the guys like Aladdin, Akira, and Apple-X....they're actually trying to push their chip. They are being honest with their details and have great pricing. Unfortunately, the market just isn't receptive. As a result, they get bundled into the "All Other Modchips" forum.
DMS on the other hand is being a little sketchy on the details. They are also not being very positive about their representation to the public and are certainly not proactive about developing a presence in the forums. From what I understand, they're tough customers when it comes to providing promotions. And yet the market IS receptive to them and they get their own forum because of their exposure in the PS2 scene.
Can you fairly say that the X-S staff kills all newcomers? Of course we have our opinions, but ultimately it's the public that decides who wins and who loses, and even then the best man does not always win.