One aspect is likely that you get a "free" software ecosystem. They can presumably grab a bag full of MSX demos and freeware and drop it on the disc, their job

One aspect is likely that you get a "free" software ecosystem. They can presumably grab a bag full of MSX demos and freeware and drop it on the disc, their job is done. They don't even have to document the REPL (BASIC) since books already exist. A from-scratch platform has to at least be given some level of documentation to make it accessible, and ideally some software you can show for marketing purposes. It's a completely different skill set. It's entirely possible these guys are not software people (they did the Pocket 8088 earlier, and you might remember the backlash when it was shown they just grabbed an open-source BIOS and filed the serial numbers off) so even if they made a super-cool machine, it might wither due to missing that first solid software baseline.