I fear magic leap is riding the hype train more than is healthy. They're setting their potential future customers up for disappointment. It seems unlikely to me that whatever they're working on is so revolutionary that we're all going to agree that the secrecy was necessary.

I'd be interested to know if there's any precedent for this kind of strategy working to increase profits. The only examples I can think of (e.g. Segway) are ones in which the hype actually worked against adoption of the product when it was released.

At the end of the day, I really do hope they succeed. It will be great when someone comes up with the analogue of the first iPhone except for AR.