All the comments about how it will be too expensive and difficult to source unusually sized parts make me wonder how they make something like the Hammerhead Kar

All the comments about how it will be too expensive and difficult to source unusually sized parts make me wonder how they make something like the Hammerhead Karoo for $400 - an android device with a 3.2" sunlight readable reflective screen (supposedly even more expensive), custom software. etc. Is the market for a bike computer so much larger than that for a smaller phone? I don't think they're burning VC, it was crowdfunded IIRC.