Their main selling point is that "most projects die in the setup: a screen, buttons, power and sensors to wire up before you can even begin". With their product, you get plug-and-play blocks for everything. But that idea has been tried many times before. It's Aduino "shields", Beaglebone "capes", an entire ecosystem of Raspberry Pi accessories, etc.

Maybe it'll take off this time around, especially if they can make it cute enough, but at nearly $200 for the base device, I think they're gonna face an uphill battle. I still wish them well.