There are a lot of armchair comments here, so let me throw in my 2¢: the market is bigger than you think, customers will place a heavy premium on new over used, they are willing to spend more than you think, and they aren't especially happy with the existing offerings. Making hardware is difficult, but that isn't news, and moderate success could end in a quick sale to an established player. Yes this is timed to be good PR, but isn't that how you play the game?