Being in the hardware business myself, I can only laud their attempt of simplifying and easing access. However their approach only solves a basic problem that a

Being in the hardware business myself, I can only laud their attempt of simplifying and easing access. However their approach only solves a basic problem that already has been solved for quite a while (access, look at the likes of arduino, contiki os, rasperrypi). The much much harder and real problem is developing a coherent system for 'everything'/'the internet of things'. and others, particularly contiki, are much more advanced when it comes to knowledge, development state and commercialisation. So in short: I want to see product before I am impressed. Other than that I see little novelty and a bad choice of programming language for embedded dev..