I followed this for no real reason except that it's almost June and I've done a small bit of backcountry. The relevant comment IMO is this from "when blogger's attack" (my underline):
"So who is at fault here? The blogger for not speaking to the inventor and posting his opinion based on a piece of public marketing collateral, a website, or the startup inventor for not being bang on absolutely clear in the tag line and home page and employing a website writer to get that message across?"
When I visited the product's web site before the brohaha, there was no, zilch, nada indication that this was an inbounds product aimed at children. I understand that now it's been hastily revised to state it's for inbounds, still mentions how cheap, but still no emphasis on children.
So sorry, but this does not come across like a struggling start up that wasn't "absolutely clear" about wording. It appears to be just another attempt to target as broad an audience as possible to pay for the start up costs, followed by a partial retreat under pressure. Not all start ups are cool noble guys in their garages, folks. Even when they're making (gasp) skiing gear. Most are just people with an idea for a market niche. Who may or may not be very good at thinking through how the product will be received.
As far as the actual criticisms, meh. Yes, they're all fairly valid. We do not need a bunch of spurious signals going off during a search, and as Cirque notes, the entire ethos is about having each other's back. No free rides. And the inventor is flat naive (or disingenuous) if he assumes a bit of tech meant for one purpose won't end up being used for other purposes. Like actual backcountry, by actual adults. Not even clear why it would be a good thing for kids inbounds; they'd be long dead by the time someone with a receiver finds them in a tree well, which would seem the major safety claim, not the rare inbounds avalanche.
OTOH obviously some of these bloggers have gotten waaay too wrapped up in their own brand of backcountry macho. But that's a different issue than how a particular product is being marketed.