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I really don't see how consumer hardware like this could ever be a clamoring success compared to what the smartphone saturated market has been.

The Facebook watch is not a hardware device. It refers to their video feed service.

Ahh thanks, I was unsure because the article mentioned it being pitcehd to advertisers at CES, so I figured it was hardware.

So they want to compete with other services that are burning cash trying to provide content to ensnare users like NFLX?

To what does the "like this" in your comment refer?