Members of HMSs, driven by hacker and maker culture, infrastructure their own space and populate it with tools, effectively de-virtualizing materialities. Buildings and tools in HMSs are treated very much as code: malleable, changeable, and durable.

So you have to treat them like they are very special.  Give them everything they want, almost as if they were ordering a custom application.  You may have to implement special features just for them.  You may have to give them substantial discounts.  You should visit their site and meet them in person.  You may have to install your product for them.