Hard disagree. For one thing, no one is "supporting" this. It's not a Kickstarter, it's pre-orders. You can get your money back (including the credit card fee, if you ordered early) before it ships.

Secondly, he has said that he's trying to build an enduring company. And thirdly, he has said that he's building these in part because he wants to have a watch for himself. That aligns incentives and means that there will be ongoing manufacturing.

Lastly, he has gotten all the software open sourced, which means that if he closes up shop in a year, then anyone else can come in and build a competitor.