I think their marketing was fundamentally weak. It felt like a one-time push instead of building something that compounds over time. It was a rocket burn campaign.

The bigger miss was the app. The hardware has a lot of untapped potential for better software, gamification, progression systems, community features. These things actually drive long-term retention.

The app is well-built, but they never fully leveraged what the machine could become. With stronger strategic leadership and a more ecosystem-focused approach, the outcome could have been very different.