Arduboy – A game system the size of a credit card
Good luck to them. My cigarette-packet maths says that the BoM cost is about $12 at Shenzhen prices. If they gain any traction, they're going to get killed by the Chinese clone merchants. They don't appear to have much in the way of defensible IP, so the healthy margins on that $49 retail price are going to get squeezed hard.