I find this exciting because they are at least willing to go out of the box and attempt to prove it out for customer use so they can get more feedback and refine the process while bringing down costs the more volume they produce (which may not be much, but it's more than there is now).
Tell me, if you and some others spent years of your life designing, engineering and building a car, then a year or 2 after it came out, some one started making crappy knockoffs of it, how would that make you feel? They basically ripped off all of the hard work you and your team did to make a short buck and dilute your product.