Good typo catch, yeah. :)

The product was BinNavi (http://www.zynamics.com/binnavi.html) which sold for (I believe) roughly 3000 Euro per license despite being really terrible for the first two years of its existence.

The only competition was IDA Pro (http://www.hex-rays.com/idapro/), the standard tool for binary code security researchers, but BinNavi aspired to be much more than IDA Pro and our customer was aware of our vision and bought many licenses to support us.