[htrp]

It seem that this company is doing more of the middleware and higher level interfaces/adding intelligence to industrial robots than they are trying to build their own robots (Google tried that at least 3 times and failed).

Anecdotally, I've heard that FANUCs don't respond well at all to any input deviation.

[themodelplumber]

That's similar to the way you could say the founder's startup Moonfruit which launched back in 2000 was more about producing Flash SWF files than websites. Maybe the model has some traction for a group of people who find that sort of help applicable or not harmful to their own business model.