So to summarize: 1. A group of marketers came up with a cool concept video and some UI layouts. 2. Marketers get surprised when a sketchy hw/sw house takes the

So to summarize: 1. A group of marketers came up with a cool concept video and some UI layouts. 2. Marketers get surprised when a sketchy hw/sw house takes them for everything they are worth. Quote "All we needed to do was provide them with our brand, watch industrial design, packaging design, App UI design, and they will take care of all the rest. So I thought it shouldn’t be too hard, as I won’t have to work on the software, hardware, firmware and focus on building a good brand instead." None of these are the hard parts of design. For sure, good design is a huge portion of a successful product, but making a pretty looking sketch is not hard. Having ME and ID teams work together on a design that can be actually produced? A lot harder. Another quote: "In the beginning we did a wonderful job handling the campaign launch, emails, social media and pretty much everything else. After the campaign period we considered our part done." Proclaiming "We'll make an amazing smart watch that does everything, has 7 days of battery life, and is waterproof!" is not enough to launch a product. That 7 day battery life? You need damn solid EE and FW teams to pull it off. How every single component is hooked up will impact your battery life, in ways that are dependent upon your SoC. The amount of engineering discipline and foresight required to squeeze good battery life out of a product is stunning. This is a case where someone in marketing considered all the technical stuff "easy", and outsourced it to someone who it appears was dishonest. But no one honest would take them seriously. All the honest engineering teams are already at work on their own smart watches!