Considerable arrogance is required to think you can improve on mature products enough to conquer a large market share. Such arrogance should be supported by having, if not a demonstrably fantastic prototype, at least an obviously good idea; otherwise you are following the example of Juicero or Theranos.

In the article, the "smart" oven is only a speculation (maybe it works, and maybe someone will pay for it) and as such it is appropriate as a relatively low effort and low risk experiment on the part of an established oven maker (develop rudimentary automation and offer it as a very mildly disruptive feature at a modest price increase).