Do Bad Reviews Kill Companies?

You’ve probably heard about the case involving Marques Brownlee , the famous tech influencer, and Humane , related to their Ai-Pin product. This has sparked some reflections on my part, but let’s start from the beginning.

As usual, Marques Brownlee has reviewed one of the latest tech gadgets to hit the market: the Ai-Pin, a device that claims to change people’s daily lives by leveraging artificial intelligence, specifically generative AI. The launch created quite a buzz and many early adopters rushed to line up to get their hands on a Humane Ai-Pin as soon as possible. But what exactly is the Humane Ai-Pin, and what does it promise to do? It’s a wearable device developed by Humane Inc, a company founded by Imran Chaudhri , a former member of 苹果 Human Interface Team, and his wife Bethany Bongiorno . Investors include big names like Marc Benioff, Sam Altman, and major companies like Salesforce , 微软 , Volvo and SoftBank.

Priced at $700, the Ai-Pin aims to reduce our dependence on smartphones through advanced features that are accessible via gestures and voice commands. According to CEO Bethany Bongiorno, it will revolutionize daily life by offering a portable contextual computer that enhances human interaction without the typical distractions of other devices. Unlike smartphones, the Ai-Pin projects interfaces onto the palm of your hand and promises greater privacy and discretion.

However, let's get back to Marques Brownlee. What did he do to cause such a stir on Twitter and draw criticism from people like Daniel Vassallo and Alex Finn? Brownlee titled his review of the Ai-Pin “The Worst Product I've Ever Reviewed... for now”. In his YouTube video, he expresses deep disappointment with a product that had high expectations, labeling it the worst he has ever reviewed. He described it as slow, error-prone, and not intuitive or easy to use, seriously undermining its functionality and appeal.

The main issue, however, goes beyond technical flaws: it lies in the very concept of the Ai-Pin, which attempts to replace the smartphone with a device that does less and worse. This fundamental misjudgment does not align with most people's desires, who are not actively looking for less effective smartphone alternatives.?

In conclusion, the Ai-Pin is an interesting idea but fundamentally incomplete and full of significant flaws. This makes it an inadvisable investment, not justifying its high price and the associated $24 monthly subscription.

Brownlee’s review has caused a buzz in recent days, with figures like Vassallo and Finn accusing him of potentially causing the downfall of Humane Inc. This leads me to reflect: can a review, no matter how influential, bring down a company? Or is it poorly conceived products that don’t fit the market and fail to address customer needs and pains that actually fail? I believe that the main causes of a product’s failure lie in its definition, which must clearly and effectively meet customer needs. Honest and professional reviews are valuable feedback that, if embraced with humility, can save a product or even create a killer product.

Ultimately, I support influencers who are not swayed and are not afraid to point out the flaws in products. They are essential for a healthier ecosystem, where both consumers and companies benefit from more satisfying purchases and ever-better products.

What do you think? Did Marques Brownlee do right by publishing such a critical review, with such a provocative title?