Having worked for a large, old company that finally sold everything off and went out of business (White Motors), this makes me sad. I don't think they can make it in the printer business. I'm not that knowledgeable, but I don't see ink cartridges the same as film (maybe razor blades?). Trying to 'leap frog' technology is very difficult. Been there, done that. Unless you have a good foundation and are up on a business, it's almost impossible to come up to speed fast enough.
I'm sure many good minds are working on their situation, but I fear for their demise.