There is one thing I don't understand with that sort of start-up, apart from the distorded fact that is used as a basis for the main product.
Why such a small company with "so little money so they need VC and crowdsourcing" keep hiring so many expensive people that are here not for working on the product.
If I where to make a breakthrough device, I would hire a few highly skilled engineers and would not bother at all with marketing profiles, unless the business is somewhat secured, what is not the case here.
They are just basically burning money with that new roles and all the marketing fancy things they do.
Even without thinking about all the technical flaw they showed us, just this little things is a red alert from me. All the project I backed where project from small teams, of company a bit bigger (like Pebble) but they where all humble and all showed not to be burning money on marketing tidbit. I even pledge on two risky one which are the Tiko 3D printer and the 10$ CHIP, there is a bit of marketing for each, but also both wherent trying to hide anything, and was quite open on their product.
There is a clear and noticeable difference from thoses two startup (Next Things Co for the CHIP and Tiko for.. the Tiko) and what batteroo showed us., even before Dave's first video.