That's super impressive.
The prime majority of successful small electronics businesses do very simple things like utilitarian "bare PCB" gadgets.
Olimex for example manages to get quite a lot of business despite being quite far away from Silicon valley's commotion (located in Plovdiv, a 350k people town)
I knew a teen who managed to spin a simple WiFi tester on ESP32 commercially. Also, just a PCB with a lipo battery and an MCU. He's doing great despite amateur level EE and it being a very niche product (professional WiFi installers are much the only buyers)
My own opinion, in electronics business you are always in between the Scylla and Charybdis of big and unprofitable businesses (commodity OEMs,) and niche/meme/fad products (hoverboards, vapers, and of course... the juicer)
Anyone who finds success in such a market has my respect and the fact the Limor has managed to not only succeed, but thrive in such an environment is a testament to how incredible she is.
I was part of a team who build (one batch only of) a hardware IoT product that I'm _still_ really proud of. Our bill of materials was ~$70, maybe 50% or so of that on our cpu/microcontroller board (the kinda standard "RaspberryPi plus an Arduino" kind of design). By the time we failed to raise funding for a second production run and threw in thew towel (amongst internal infighting), we could have functionally replaced that with the at-the-time brand new ESP8266 (this was 2013/14) for a few dollars. But we already had (expensive) plastic injection moulds made up that fit our boards so we couldn't even switch our insides easily.
Hardware is hard. Major respect to anyone who get it right at small scales.
And even though I tried to do a simple PCB product, I offered a lot of different accessories and kit options, and the product itself had an onboard radio that needed certification. I just didn’t appreciate how much complexity these little things add. I did know full well that I was unaware, and planned to figure it out by doing. It was painful though.
Recently I’ve found a job with someone who values open source, so while some details have yet to bear out, it seems like we might be open sourcing our work. So I may be able to get regular income working on open source. So far it’s all really great. I don’t want to do a solo business again, but I’m always trying to make sure my time is spent doing ethically sound work. Open source is a big part of my philosophy there.