Disclaimer: I work for Dexcom.
A few times every year, there's a ton of hype about some new noninvasive device, and the newbies get a bit worried, but the old timers just shrug it off.
We (humanity) will literally be able to regrow new pancreases with stem cells before we have accurate noninvasive blood glucose devices. Even Tim Cook with unlimited resources at his disposal admitted it's a much harder than they thought.
That said, I think there's a large market for people without diabetes who are interested in their blood glucose and who may not need super-accurate readings. For example, as a long distance runner, it'd be super helpful to know if my blood sugar is trending down before I bottom out, so I can know when to eat a gel pack, etc. It would also be useful for people trying to lose weight to learn how their eating habits and exercise affect their blood sugar levels.
Noninvasive devices may be better for this group of people who don't need the devices to be accurate enough to make decisions about insulin-dosing.