Some companies are overly optomistic about their ability to develop and produce a product. Sigma comes to mind.
Even Canon who has been conservative about doing things like that was burned after announcing the big whites and falling flat on their face. The earthquake only made a bad situation worse.
A lot of people think that you just think up a product, and next week they start delivery (Not referring to You), it does not work that way, there can be many thousands of hours devoted to making a new product work. There is also the patent minefield rto cross.