I saw a talk from the CEO a few weeks back (wrote about it here:https://en.reddit.com/r/Bitcoin/comments/55tj1n/how_the_machinepayable_web_powers_the_future_the/d8dzcn8/.compact). He did not mention the hardware part at all. When I asked him about it, he seemed evasive. He had a slide prepared for it. Something inconsistent about why not (I have the slides, I can dig it up if you are interested) but the focus on the API market was very obvious. It is not clear to me how they intend to make money.