Very nice concept! And by making them very very easy to use & pricing them accordingly high, they don't really compete with arduino+shields and the like.
As they are "open", I wonder if it will be possible to only use their webservice with other devices (arduino etc) by paying a monthly fee.
yes, we're investigating this. arduinos are a bit tricky because the hardware either needs a general-purpose interpreter which can load new code at runtime, or needs to be able to reprogram itself wholesale over the net. It's doable, I think, but it's a lot harder than uploading some new code to a full linux machine.
