They said specifically in the announcement video that this was meant to be an upgrade path for people who owned the older S35 model with ef mount and glass.
How many overall deals work out? The few I've paid attention to usually wind up with lackluster projects getting green lit. Then once the terms have been met the best projects have been saved for their own production companies to then produce and get all of the money and prestige.
The fact they went bankrupt before release tells me they were hoping that they could take peoples money and deliver a subpar device to keep themselves afloat.
"these first generations of prosumer 8K cameras are indeed difficult to pull off"
Sure...if you've never built a camera before and thought that a pc with off the shelf sensor/components was the solution.
These camera companies are building hardware to match the sensors they're using. Example; FPGA in the Pocket 4k for processing which is light years better for the task than a PC processor designed to be good at many tasks. They have better customer service to and didn't insult all of their customers years before the product was even a prototype. Nothing about the FRAN 8K was typical.
ProRes (Including RAW) has never been an "open format".