My read is a little different.
I see a small group of guys who got going on improving the print head around the time when digital C-printing looked like it might be The Thing, when inkjet was still kind of iffy. Inkjet, on the face of it is completely bonkers, you have to build all this actually very very tiny and very very precise mechanical crap and there are huge engineering problems and the inks and pigments, holy hell, what are we going to do THERE?
There was surely an interval when it was obvious to some people that building stuff relatively big and optically reducing as late as possible was the clear answer. These guys probably got going about that time.
Then it became slowly clear that inkjet was it. It was winning and it was going to win. Inkjet is, by the by, going to own all of it. I don't know where the engineering and adoption is, but inkjet is going to eventually crush offset as well. They are doing some seriously nutty stuff for big high speed offset-style presses.
So these guys were left there holding the bag as C-prints died under them. C-prints are a dead horse. They tried to ride it into the future. The last 2-3 years, assuming they were paying any attention at all they had a pretty good idea that this was not a good horse, but they held out hope for a niche, which did not materialize. By Oct 21 of this year they knew that if there was a niche someplace, they were not going to uncover it, and they probably had a good idea that there was no niche.
I didn't find their marketing as offensive as (the other) Andrew, I just found it sort of sad. Honestly, I would have been perfectly happy if they're found a niche, and I would have quietly characterized that niche as "suckers with too much money" but fortunes have been made on such niches.