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I don't think anyone is suggesting that he would let it fail and then reintroduce it later. From what Canonical has said, if it fails, it fails. They specifically say in the video that they are not getting into the hardware business. This is a one-time thing. This is sort of Canonical's "Nexus" device, it isn't their primary strategy, just a demo.

One-time thing after putting all of the effort into manufacturing makes zero sense, and more likely a marketing strategy.

He might be using it to "prove" interest in such a device to manufacturers.

He would have to fork over something like 10% of the contribution to payment and Indiegogo fees. Probably a lot to spend, if he has to throw in a couple of millions.