Well, if they flop in the bike market, they could get into the unicycle market, this kind of remove the expensive gear mechanism leaving a shell and flanges laced into the wheel has been an often requested feature there (where there is only one 2-speed fixed IGH on the market), lots of folks would be interested in a cheap changeout between "mountain" and "road" wheels. Of course the innards would have to be different - fixed gear, fewer speeds mostly overdrive... Alas it is a small market.