I think most people in the printing business are scared of getting into VDP. it can be very simple, but it can be very complicated. there's some expertise needed to succesfully get into this market; and like anything else, it's sometimes scary to get into something new.
by the way, VDP is not just putting names and addresses in postcards, is much more than that, all the way up to cross marketing media.
VDP applications are very high profitable, no doubt about that. companies that are really doing VDP can afford an iGen with very small print volumes, because the profits are huge.
I'm curious to see the results of this poll after a few dozen replies.