I think perhaps you're viewing this from the wrong direction. This device isn't aimed at people who love the home-brew process. They aren't going to buy a devic

I think perhaps you're viewing this from the wrong direction. This device isn't aimed at people who love the home-brew process. They aren't going to buy a device which reduces their enjoyment. Likewise there's many people who love baking, and wouldn't dream of using a bread maker. The device is aimed at people who maybe enjoy the idea of brewing beer, but not the practical (and complicated) steps required. Something like this device isn't so much aimed at the existing homebrew market, but designed to create a new market. I think the bread maker analogy is a really good one. I'd consider buying a bread maker precisely because I don't particularly enjoy the drawn out process of baking bread, but I do enjoy both having freshly baked bread and being able to make bread with the stuff I like in it.