Their marketing has, indeed been superb. My issue is with the use of the term open source with regards to hardware that seems not to be. Sorry, it's really just a semantic point, but I find that marketing departments are all too aware of semantics and take advantage of them all the time.

My definition of open source hardware is nicely outlined at http://en.wikipedia.org/wiki/Open-source_hardware .

Once again, I think the project is awesome, I think the marketing, despite good, is, well, marketing.