Based on the day 1 feedback on the playbook, it is another product launch strategy which doesn't work. Show up to market late with less capabilities. Here is a market reality for day one sales from Wired:
"Technology observers typically view a product launch as a strong indicator of how well they’ll perform over their shelf life, because Day One tends to generate the highest number of sales from enthusiastic early adopters."
Perhaps it was technical debt which made them late.
