Pro aims to be the easy-to-program widget you need.
It tries to take away all the pain of having to source, build and flash the components yourself.
It's getting better but as Linux kernel chief Linus Torvalds alluded to the other week, it's a potentially messy situation.
First, you have to pick a system-on-chip for your product – and there are shedloads to choose from.
Then you have to get hold of the documentation, which may involve signing an NDA, and then pray it's at least partially accurate.
Photos by Richard Reininger / Next Thing Co