The $10k figure is interesting because if they wanted to I'm sure they could sell these to tech elites and celebrities for that much (essentially, the Tesla app

The $10k figure is interesting because if they wanted to I'm sure they could sell these to tech elites and celebrities for that much (essentially, the Tesla approach). Presumably the software isn't there yet, but it seems like a missed opportunity to me - imagine getting all the A and B list celebs wearing them. Perhaps it's just not realistic until another iteration but it seems tantalisingly close.