I'm famously skeptical of this sort of thing. I was just as skeptical of the RasPi when I first heard of it. I was pleasantly surprised by the materialization

I'm famously skeptical of this sort of thing. I was just as skeptical of the RasPi when I first heard of it. I was pleasantly surprised by the materialization of the RasPi despite their troubles getting production started. That said, I think this is a pipe dream. Its SO easy to hack together a prototype and then look at the volume discounted total of the BOM and think you've got a product. The most common mistake is to give yourself a "generous" 20% profit over the estimated cost of materials when really it should be more like 300% just to be viable. I suspect they'll discover soon enough that $20-$30 is a minimum realistic retail sale price for this item.