I've worked on consumer hardware projects where this was the weekly output cadence. And there are companies out there doing more than this number of devices daily. At scale hardware production is ruthless; which is why this relative success (for a niche) is great. As I said, I'm already on the fence, and I think it's quite good news for Panic.

I also found the marketing campaign had a quite good execution for something in such a niche.

How many units after that? You can sell a 40K units in five minutes but if that 40K = all your potential buyers, that is a dead product.

All that tells you is that 40K people knew about it, wanted it, and had the disposable income to purchase it.

I bet sales slowed pretty quickly after that.

To be fair, it was potential buyers who are buying sight unseen with an open ended delivery date. The potential retail market is likely an entirely different number.