For $40 this might be the sort of thing that people would buy for each other as Christmas gifts. But $100 for a dedicated device?? I don't know of many people that would go for that. Just spend another $20 on a Nintendo DS and use DSWiki. Or another $60 will get you an iPod Touch.
Ah well. I wish them luck! It's a shame they appear to have missed this year's shopping season.