Wired goes deep on what went wrong with the sexiest ‘self flying’ camera drone ever conceived, the Lily drone.

A fabulous promo video turned into many unhappy preorder customers who were going to get nothing.

As soon as the promotion video came out on May 12, 2015, people began to purchase the drones. Quickly, the video amassed 30 million viewers, and Lily sold $34 million in presales at a discounted price of $499 each. (The price increased steadily in $100 increments as the presale period ended, up to $999, the intended retail price.)

Have we learned enough as consumers from big failures like this?

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