I didn't read it too negatively, particularly since there isn't any context. I thought it was a good sign that they were pushing for more sales.
I can't see how he would be discouraged given the limited number of retailers (really 1 chain) that distributed the PRS-500, the limited expectations voiced during its initial release last fall and nearly no advertising before this past summer's ads.
The new model, I believe, will have more Big Box retailers and presumably new money for a new round of advertising. Seems hopeful.