Thanks and you are right, this is a worst case scenario and I should have elucidated on what exactly I meant referring to Pimax as a serious contender in the high-end VR segment:
Many often confuse a product with a company name or a brand. Yes, you do need a functional product at some point on your roadmap but most importantly, you have to develop a brand. That is what you as a company can fall back on when the going gets tough or competitors are closing in on your R&D position quickly. For all their faults, Oculus is playing this game well, MagicLeap have perfected it to the point of reductio ad absurdum and most long term successful startups are doing the same. Brand instills loyalty, it evokes emotion and in the end it becomes part of the 'emotional feature list' that consumers will base their purchasing decision on. The major keyword here is TRUST.
In my mind at least, and whilst I am a VR enthusiast in my spare time, I run a pretty sizeable company with a strong marketing focus for a living, Pimax have caused major damage to their fledgling brand by showing up to CES the way they did.
All the naysayers (and there are plenty) will see their doomsday predictions come true and trust me, negative PR spins WAY faster than positive one. The supporters of the brand are feeling left out the loop and will ALWAYS react emotionally in that sort of situation, regardless of their financial commitment. And finally and this is why I'm very worried for Pimax's future as a company, investors are interested not solely in the tech a company develops or their supply chain or a myriad of other aspects that a company is made up of, but also the quality of the decision making of the company's management.
And as it stands, Pimax sunk serious cash into a presence at CES (we are talking at least the cost for a one-year contract for a super high level marketing/PR/community management executive with global renown), lost a sizable amount of credibility based on their prior communication and incurred negative press and social media hiatus for what exactly in exchange? Feedback on what they KNEW to be a faulty prototype revision? After all is said and done, they shouldn't have shown this rev at CES. That was a major mistake.