It appears the revenue model and target market(s) have changed...

It appears the revenue model and target market(s) have changed over the course. From this announcement / the website it's for the general consumer, as well as clinicians who want the extra insights. IMO the play here is disrupting the traditional BP monitor market, with a superior product.

Traditional BP monitors sell for as little as $20 AUD, so given the edge here is the technology and interface which has been developed, and the device is similar size etc, I'd expect the profit margin to be healthy. Also the figures on that early access website would be in USD. Just my opinion.