Most likely this will end like Color or Cuil who had great PR until they actually got to market and immediately faded away. I don't think in computing you can build anything for 7 years without market input.
Color had marketing hype but as far as I could tell no-one outside of VC circles took it seriously.
Both Cuil and Color are great examples of people utterly bamboozling VCs into dumping money into an incredibly dumb idea... but I don't know of any good PR that was related to them outside of that (I mean, ffs, Cuil won a "most success startup" award based on it's fundraising. How inane is that?)