What gnaws at me is that what we are seeing is not unique to Ekso, but to the wider industry. I think that, fundamentally, there is a surprising difference between introducing a new product and introducing a new product in a brand new industry.
How many times have we read on this board "when will Ekso be the new Apple" The thing is, computers had proven their worth for more than 50+ years and personal computers were gaining popularity when the iMac came around and started selling. With exoskeletons, products have to be sold as the entire exoskeleton, exosuit and wearable robotics industry gets invented around that product. That is tough.
What I think is even tougher for Ekso, is that they are trying to do it all on their own! There really isn't an exoskeleton business trade association that can start pulling together resources to work with insurance companies, regulators, evaluators...
Consider this as an example. You are an investor (VC) looking for the next big thing to invest in. How would you invest in an exoskeleton company when each one has its own terminology? Is it the responsibility of the investor to memorize what each company in the field means by its marketing material?
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