Not so much of overengineering, but of a failure to properly segment the market and find product-market-fit. Remember, they're putting some serious markup on th

Not so much of overengineering, but of a failure to properly segment the market and find product-market-fit. Remember, they're putting some serious markup on those pouches (like any "capsule"-style product e.g. Keurig/Nespresso), so they could probably sell the pouches and app (for those features like reminding people to drink before it goes bad) by themselves and make a decent enough profit that way to serve as a foundation for future growth. The $400 machine could then be marketed as the premium, upmarket option - allowing you to freeze the pouches, allowing you to get pouches with fruit and vegetables that are harder to squeeze by hand, etc. Now, the pouches are probably too expensive anyway, and the $400 for an upsell is also probably too expensive anyway, and Jeff Dunn probably raised too much, too quickly (forcing those kinds of high prices), but... that's a different matter.