This feels like the 2026 version of companies adding "blockchain" to their name in 2017 and watching
the stock jump. The shoe business was real — they had a genuinely differentiated product with the
merino wool. Pivoting from a physical product with brand recognition to "AI" when you have no
obvious AI expertise or data moat is a tough sell beyond the initial hype pop.
Am I the only one who couldn't tell whether this was real or not for a good long while? I legitimately wondered whether the BBC site might have been hacked. I just simply cannot find a way to make sense of just about anything in the news story; I had just assumed it would go under and that's that. Why would someone who has that kind of money to invest put it into this pivot as opposed to a completely fresh, new effort? What's the efficiency I'm not seeing?