Whether or not that is true, AtGames continues to incrementally improve the FB. And while they may be targeting the average consumer... gamers and Atari fans are increasingly being drawn in to buying them too. AtGames claimed that paddles for the FB9 are coming. That makes no sense if the majority of customers are "soccer moms"... because once Christmas is over, they're not looking to buy accessories for this "throw away" game.
AtGames knows that retro gamers and Atari fans are the "influencers" they need to help sell their flashback systems. Impress us, and we'll give our friends and family the "thumbs up" when they ask if they should buy one. I believe THAT is one of the reasons for promising to produce paddles.
I never bought any of the previous Atari FB systems... I didn't think they were worth the asking price. When I was asked my opinion, I told friends and family to skip it. I bought the FB9 and am quite pleased with it.. and with that, so too goes my recommendations.
I hope there is no Atari Flashback 10.... rather, I'd like to see an "Atari Flashback Forever" which reaches a level of refinement that can continue to be sold beyond a single holiday shopping season, with accessories that can be purchased separately.