It's easy to armchair quarterback this stuff after the fact, but this is where Glass should have started. The price point, social stigma/issues, and use cases all screamed "business applications!". Consumer tech may be where the glamour and scale are, but it's not always the best market entry point.
And the glamor. If you started on the manufacturing side, it wouldn't have any caché when walking down the street. But if you started with a bunch of models on a runway wearing these, you would. They tried going lux consumer and failed. But if they went the manufacturing route first, they would've burned any chance of the other.
They could've used the manufacturing side to enhance the tech, get the components to a cheaper price point, maybe even slim down the whole thing and then when they felt ready to enter the consumer market, spin it off as something new under another consumer-only brand.