I don't think that the current application of their technology makes sense. The form factor is awkward and they are selling to prosumer / professional photogs. The technology makes sense for consumers - because consumers aren't making art - they are making memories. And memories can absorb the dynamism their technology provides (changes focus and even perspective (minorly)). So this tech on an smartphone would be amazing. (because other consumer level cameras are being fazed out obviously).
For professionals this tech would also be useful in DSLRs - but ONLY for fixing perspective or composition. I dont think most professionals want the general public messing with their art form. Some abstract artists that will be very interested in the interact-ability - but not most. As a photographer myself - I want complete control over my medium and that includes focus and perspective obviously -- but the tech would be useful for post-processing. If they want to sell this to the current market they are selling to (seemingly professionals/prosumers but with a consumer form-factor) -- then they almost need to say this isnt even photography - but a completely new thing.
I can tell the founder really cares about the technology - and doesn't just want this to be like a Cisco and sell tech to larger companies. I can totally appreciate that - I wouldnt want to run that sort of company either. I just don't know that it will work how he wants to make it work.
Maybe that's why this change is happening.