Yup, they aimed for exactly that business model and failed spectacularly. No doubt the allure of that precise business model was what got the investors hooked on their pitch. That is why I find this so amusing. They failed it on at least two fronts. That model involves a two pronged approach. First a sizeable downpayment on a device that (presumably provides a company with a nice profit margin in itself). Second an infinite loop of purchasing of capsules/bags of actual product, that locks a customer to their eco system. On the end customer would need both the device and the consumables.
The whole debacle with people being able to squeeze juice our of the bags with their bare hands has shown that the whole loop idea is not working in their case. Now it also seems they ended up with devices that seem expensive to produce, thus they most likely didn’t make any money on them.
