Hmmm, $1800? I know not of all the apparatuses needed for homebrewing. I'm guessing it's substantially less than this? One would obviously be paying for the convenience of this machine and its ability to brew extremely small batches. Regardless, I just can't see this "catching on" to any degree with that price. Do they have plans to scale or something?
As a homebrewer $1800 can get you an amazing setup. It looks to me that the picobrew is for those who don't want to do the 'heavy lifting' of homebrewing and want to say that they homebrew. The automatic bread machine of this generation? For that price tag you aren't going to get people who want to test out homebrewing. My first homebrew setup was ~$150. This included two buckets (fermentor and bottling), kettle for…
I actually quite enjoy my bread machine. My wife and I both work and are active in our community. It's extremely wonderful to spend 5 minutes before bed and have bread in the morning. It's cheaper than buying bread at the store (ok, the 50¢ loaves give it a run for it's money), and we know exactly whats in it.
Once this comes down in price, which it or something like it will, to the point where it's a few hundred I can see it being used in much the same way by many folks: Good beer is expensive. OK beer is cheap. Home-machine-made beer is better than OK and cheaper.