They were copying the Apple playbook without actually having the history and reputation to back it up, which made them look ridiculous. On their first announcement video the first thing they tell you is that the device comes in a few colors. This strategy might make sense for a product with which you're familiarized, but this is supposed to be a new product category without any prior history. If you're going to introduce a new product, you should start by saying what it is and what it can do. After watching that video I was convinced that the company was run by midwits destined to fail.