> It seems like they opted to target the luxury nostalgia market with the $600 price point rather than a more value-driven $300 But they were not aiming at the

> It seems like they opted to target the luxury nostalgia market with the $600 price point rather than a more value-driven $300 But they were not aiming at the $600 price-point. That's just the estimated price-point that OP estimated from the BOM. They were actually selling at much cheaper than that, which probably contributed to their collapse.