This article mostly overlooks what is happening here: Pebble is back because the enthusiast community kept the software going for 10 years after the company went bankrupt. This new hardware is being manufactured by a super small team to serve that enthusiast community, and Eric is being very upfront that they aren’t trying to grow it or market outside of that small bubble. This is a hobby/passion project, almost like an Etsy shop for smartwatches. It’s not comparable to what Pebble was trying to be ten years ago.
The other reason this is happening is because no one else has made an equivalent device in the interim. E-ink display watch with long battery life and open-source software that allows anyone to make watch faces. If that’s not your thing, cool, plenty of other mass market watches for you to choose from. But for the small Pebble community that thinks that is the type of smart watch they want, there has been a market hole left unfilled.
All to say, I’m glad this project is happening and that Eric is being upfront about what is and isn’t possible. I’d like to see more market competition and variety against Apple than there currently is.