The manufacturer shipped the device to us from China. We were already customer. The device would already have been locked. We would customize it some more (injecting cryptographic keys, application, placing our labels on the device) and then send them to merchants. The merchants were never customers, they would get it on loan from us. This was the only way to do it as the device could not be re-used with other acquirer so it only functioned as long as the merchant had valid merchant account with us.