I'm still struggling to see who these type of devices are aimed at. I'm sure, given the right price, that some people who are into kitchen gadgets like breadmakers and sodastreams etc. will buy them but I just feel like a beer making device isn't in the same market as breadmakers, particularly considering the price of these devices.
Maybe I'm not "thinking outside the box" enough. I suppose decent coffee machines cost upwards of $500, perhaps it isn't too much of a stretch for someone who's got a passing interest in beer and a bunch of spare cash to buy one of these devices. Perhaps a 5-10L capacity is ideal for those sort of people. You chuck your ingredients in, press a button, monitor it on your iPhone and a week later you've got beer. Then you're left disappointed, as you are when you make a Sodastream Cola drink. Then it gathers dust.