I think they are going for a small niche and they are doing a fairly good job at it. They are trying to make a small handheld that will be capable of emulating classic games (granted mostly from the 16 bit and back era) plus homebrew games. They could have gone with a touch screen capable device that was running Android but most of the open source android systems that come out are a bit spotty and the build quality tends to be rather poor. The system is basically a spiritual successor to the Dingoo A320 which has a decent following for both homebrew games and emulation. Of course the specs are ramped up a bit seeing as the Dingoo A320 came out awhile ago. Some options would have been nice though (second analog stick,larger screen,etc) but those all would have impacted the cost and battery life of the device. They definitely don't want a repeat of the Pandora system that has excellent specs and battery life but ended up costing around $600. So I think for the market they are aiming for this will be a nice device and if it takes off they can try to branch out more with the next system if needed.