I don't get it either. They seem to be targetting rich gadget freaks; there's nothing wrong with that but it's a bit risky: early adopters will buy and play wit

I don't get it either. They seem to be targetting rich gadget freaks; there's nothing wrong with that but it's a bit risky: early adopters will buy and play with the thing, then move to the newest fad. Their platform include all the "high-end" technologies (GPS, etc.) The problem is that the market of mobile consumer electronics appliances is already flooded with devices; you can find nearly any device you want. If, on the other hand, you want to build something more specialized (say, a tiny robot) the hobbyist electronics market is there, too. You can easily buy cheap, easy to use controllers and components, you have online PCB prototyping services, etc. It's another example of well-meaning geeks building something that is cool'n'shiny but, unfortunately, nearly useless.