I think I tend to agree with you. In this context, I'm trying to make the point that the ability to "ship" software quickly and easily seems to lead people to the belief that shipping hardware is almost as easy, and it's not. I'm not trying to imply that actually writing the software is easy, just that the process of making a piece of software available to millions of people is substantially easier than shipping hardware to millions of people. There's a lot of tribal knowledge that's difficult to access via Google, although things are getting substantially better, as lots more people are going through small scale production ramps and blogging about it.