De Luca suggested that Google TV was far from ready at launch, going so far as to call it "beta" software on one presentation slide, and that the company made a massive misstep by believing that it would revolutionize television right out of the gate. In short, Logitech "executed a full scale launch with a beta product and it cost us dearly." He added more color about Logitech's failure to read the television market in his remarks:
To make the long story short, we thought we had invented [sliced] bread and we just made them. [We made a commitment to] just build a lot because we expected everybody to line up for Christmas and buy these boxes [at] $300 [...] that was a big mistake.
The mistake, plus "operational miscues in EMEA" cost the company "well over $100M in operating profits." De Luca did throw Google a bone by saying that he believes Google TV will have a chance sometime in the future, but it would be a "grandchild of Google TV" that would do it. Logitech clearly has no plans to help make that happen, opting instead to sit "on the bench" (as De Luca had put it in an earlier call) until Google can find success.
