> You'd need to be completely, utterly clueless to go to Logitech for a mechanical keyboard. The faintest of Google searches would lead you to established products which are both cheaper and better.

Not clueless, just not someone who would Google around for reviews or care to get the absolute best. They go to Best Buy. This is virtually every adult I know over age 40/50 outside of the industry. They'll roll up to Best Buy for a new keyboard, see this and think "cool! Some new type of thing!"

A household brand name like Logitech is significant. They've been making mice almost as long as I've had a computer. This is extremely important to anyone who's been around long enough to have ventured into trying alternatives and eventually come back to the big names for consistency, warranty, return-ability.