"...doesn’t understand how to pitch end users and developers at the same time (developers only really come after end users do anyway, look again at the iPhone)."
And yet, even this statement is missing the point. Developers are users too, they just think slightly differently. ;-)
The problem lies in the fact that you have to make a developer want the device for themselves, and then to have the [coinciding] desire to write their code/application for that device.
There is a less-common desire to write your code/application for a device others use but you don't; which while entirely true in some cases, does *only* follow end-users and even then not always, and is much more infrequent than the first case.
Basically we have all these animal names and codenames, "Gecko", "Firefox", "[Thunder]Bird", "Songbird", "SeaMonkey" just to name a few of the more prominent. ;-)