Comment by kweks

Just in case anyone is considering taking the above as advice..

Everything is entirely correct. Focus on a great product. However, avoiding certification 'because noone cares' - is incorrect. People don't care until something goes wrong.

Correct, you can skirt standards and certifications, or buy CE ratings from less-than-reputable firms - but if something goes wrong - and you're unable to produce appropriate certifications - you open yourself to a world of risk.