It's just too easy for anyone to throw together a Supermicro machine with 6x GPUs in it, which is what it sounds like they'll be doing.
My guess is they'll end up creating some premium extensions to the software and selling that to make money. Or maybe they can sell an enterprise cluster manager type thing that comes with support. He's good at software so it makes sense for him to sell software.
And maybe the box will sell well initially just as a "dev kit" type thing.