They did well. Notice very few specs (quantity of tweeters, diameter of woofer), and multiple uses of the term "experience". We aren't the target market. If they can make the masses crave a $100 "mousetrap" and eagerly hand over $350 for the experience, they did well.
I don't see it threatening line arrays any time soon. Nor do I see it ever gracing my home.
I just like how they showed a picture of their speaker and played music through the PA as though they are the same thing .... like showing people a picture of a banana and feeding them a donut .... lol