You are absolutely correct on all. This is continuum of (back then year 2010) crazy idea to start selling used film cameras. That was probably that time the most worst business ideas if you would have asked anyone else than who knew the scene. Jussi and Juho had an insight back then. And they continue with this insight and aren't probably wrong..
As some of you may know, I am running one business (beside two other businesses) which is focused on economic and technological research, including the photo industry. And one research field is the analysis of paradicmatic technological changes, like the change from film as the dominant photographic medium to digital imaging as the dominant medium.
Around 2006/2007 I started developing research-tools to forecast the future development of both mediums. And soon after that my new models and calculation systems showed a clear result: Film will not only stay, it will make even a significant resurgence. I forecasted the 'levelling-out' (forming of a 'bottom' for demand) in the period of 2013 - 2017 (depending on the regional market, and on the product type: some regional markets stabilized earlier, and some product types, too (e.g. BW film in 120 was one of the first product categories which stabilized).
And then I contacted lots of different companies in the industry, and presented my results: Some listened, some thought I am totally crazy (they have changed their mind meanwhile

, as history has proven me right).
But you can certainly imagine, that at that time,
- when film was still decreasing in demand with double-digit rates p.a.
- and digital was increasing with double-digit rates p.a.
- and all the "film is dead" marketing was at full swing
a research analyst who forcasted a film revival and recommended the film-related companies to stand the current trend and keep up in the mid- and long term, despite all the huge difficulties,
had one of the most challenging and difficult jobs at all. Were hard times, really. But it was definitely worth it!
Best regards,
Henning