I read too much pop culture references in the article, not enough engineering. At the risk of sounding cruel to the hard working folks in the project: Hype is fine if there’s really exceptional chops behind it, and a string of successes. If not - keep quiet and plug at the technical stuff. Sounds like the parties were premature.
My understanding is that this is pretty much all US hardware that happens to be launched from the UK but an US company.
They had 2-3 previous successes I believe and really hyped this one because it was launched from the UK this time.