When they show that they have software right on day 1 with all planned features in place, ergonomics to match that invite you to use the product, cast iron reliability from a period producing their regular products with few faults, and maybe a genuine unique selling point or two, I'd consider this as a worthwhile product even at the price being charged.
So, are those things in place, or will they still be writing code and fixing bugs for months and years to come?
I found myself looking at, for example, the Marantz Link 10 at a much higher price with far fewer facilities as a comparison. No, I wouldn't buy that one either, but I bet it will at least do what it says on the tin, on day one, with better real world engineering and support, if you really want bling.