They should fire the individuals responsible and blast that news to the world, and focus on providing a device that doesn't become yet another wallet sucker. If they don't, they won't even be a footnote in gadget history. e-ink screens are becoming accessible, patents are expiring, and sbcs and socs are becoming trivial to develop with.
As-a-service models are rent seeking grift and doomed to failure once a sufficient portion of the population becomes tech literate.