It's a trend that's popping up in quite a few places - it also happens in 3d printing. Some of the biggest companies out there still do kickstarters for their more risky products under the guise of "trying to figure out demand"

Creality you're like the name in entry level 3d printers and people have been clamouring for you to release a new product for years. I'm pretty damn sure you can afford to take a risk on a concept that people have been wanting for years.