Their failure was in trying to "squeeze" a hardware-as-a-service/recurring revenue model into a device that was better suited as a single purchase appliance. I

Their failure was in trying to "squeeze" a hardware-as-a-service/recurring revenue model into a device that was better suited as a single purchase appliance. If you could have just shoved fresh fruit into it, they would have been ok. But whoever talked investors out of $118M probably also sold everyone on the H-A-A-S model, which didn't quite fit for this product.