I read the pitch deck. Reading between the lines they were planning to be a far more advanced version of something like FPE.
http://www.frontpanelexpress.com/
Or maybe seeed studios is reminiscent of what they're aiming for.
The more advanced part being assembly and the like, plus coupling with suppliers.
I can only imagine how entertaining the customer support would be for something like that. FPE has it easy, whip out the digital dial calipers and is there, or is there not a 2.54 mm hole there or not, customer support is just simple yes no QA work, whereas debugging someone else's electronics design is not for the faint of heart.
Think of it like print on demand for books. Somebody PODs a "Complete genealogy of the Towne family in colonial Massachusetts" and puts it in the background photo of the pitch deck and the point isn't that almost nobody is interested in that topic, but that everyone who isn't hopelessly boring has something to make, whatever it is.