The ROi was developed to be an inexpensive learning tool for kids in less developed areas of the world. It was intended to give an opportunity to learn about HW and software without the expense or knowledge typical with more traditional tools. By providing an all in one development board and PC for $40 that merely requires a psu, keyboard, and display, they made it a tool anyone can afford to buy or even donate. The software was all free and open source including the stretch programming environment which includes lessons.
The fact that they eventually decided to sell to everyone else was a true bonus and not by initial design. The hobbyist community has boomed based on these boards, but we weren't in any of the plans originally.