Rollers were my immediate thought as to how to get the juice out. Would love one of their engineers to chime in and talk about the reasons they built it that way.

The AvE teardown mentioned this. It does give you uniform force across the entire work surface, which is theoretically superior, but I think it's a case where a 5% improvement in results does not warrant 75% increase in BOM cost and design, at least in v1 of a relatively virgin market (if the market were flooded with roller systems, you could possibly differentiate with a press based 1.0, but no need to do that out the gate in a virgin market.)

There is nothing complicated about squeezing something out of a bag with with uniform pressure. The book press / screw press has existed since the first century AD.

Here is a 'juicero' that you can fill with whatever chopped fruit you want and get the same/better results:

https://www.amazon.com/Fruit-Press-Italian-Stainless-Brewcra...

Oh but does it have the food DRM that forces you to buy all your fruits from one company in overpriced bags?

LOL. That was the fail. They had a tiny market of a subset of rich people whom bought into inkjet/razorblade/K-cup crapola.