I had an encounter pretty similar to the one in the article at a former job.
I was the head of software development at a 10 year old "startup" with ~50 employees.
The CEO and the marketing lady walk into my office and tell me about this great new hardware (basically an underpowered server with 15 SFP+ ports for network traffic manipulation) they found somewhere in China. They don't have an use case for that yet, but they have a solution: They will sell it really cheap (€5000) so that, I quote, "some nerds will buy it like the Raspberry Pi and they will make software for free for us".
I ask them why they would be doing that, to which the marketing lady says "Because they are nerds. They do stuff like that."
Needless to say, not a single "nerd" bought that dirt cheap €5000 networking device with a huge amount of SFP+ network ports as a hobby device, let alone produce free software for it.
That device was a total flop.
But it also goes to show what they must be earning if they think that anyone would spend €5000 as an impulse buy with no further reason.