My oldest turns 6 in just over a week and my initial reaction to this heading - as well as the product itself and the picture of the kid using it - was heartbreak and sadness. Not anger, just sadness. Like when you read a story about a kid that's a victim of a crime.

Stepping back, I can look at it somewhat objectively and see that there are both kids that need something like this and that it's probably a better solution to the "dumb" homework apps that the kids use for 20 mins a week at this age, but I don't think "Ello deprives 5 year olds of human contact" is the message you should be putting out into the world.