Re: Not trying to shoot anything down
I don't think it necessarily matters is the unwashed masses recognize somebody's name. Rubin looks to be trying for a "boutique" style launch, akin to the OnePlus
You couldn't even buy the original OnePlus without an invitation and when they opened it up for general sale the order system crashed hard for 2 day. On top of that there was the clusterf**k issue with Cyanogen delivering the phone OS and they had to flip to their own Oxygen. They still managed to overcome these issues and become profitable.
If Rubin can deliver a handset that is slick and well designed then any initial delays or teething troubles will be soon forgotten about. Of course he might not do that at all and it all comes crashing down but it seems a little premature to pronounce it a failure yet.