[aptimpropriety]

The other thing that comes to mind is that they are a business fundamentally reliant upon distribution. Of course they should be building out a footprint, and marketing their services in sync with their technological development. It seems like one may have gotten ahead of the other, but in any other business this would be perfectly typical. The only industry for which this doesn't apply is software, where distribution is pretty simple. For example, talk to anyone in the cold supply chain business - frozen or refrigerated goods. There is a huge chicken/egg problem with product awareness and product access.

Most software companies will retract upgrades when they're not stable. Are the stakes different here? At first glace, yes, but upon second glance, if your magical test is replaced with a normal blood test in a Theranos booth, you're probably Ok. In that case, Theranos is just a sales/marketing company - which is a viable business too.