On the one hand, I agree as I won't be completely satisfied with the eDGe until it has Flash. On the other, I can understand that they don't want to create expectations that they might not be able to meet.

A lot of startups (and even quite a few established firms) make some bold promises and then fail to deliver and/or some sort of issue beyond their control delays things. But the damage to its reputation for failing to deliver is irreversible for a company whose reputation is not yet firmly established. Customer service (actually, all relationships in general) is all about successfully managing expectations. I think that enTourage understands that and consequently is very conservative with its official announcements, never specifying a release date until the update is essentially done.

Obviously customers want the full Flash support that Android 2.2 will deliver as soon as possible (as well as the other enhancements, although Flash is probably the most important). I am sure that enTourage wants to get that update circulating before the "back to school" shopping season begins in the US (i.e., mid-August). I would imagine that's their internal target date and they have some idea of what the costs in terms of potential sales will be if they don't have it out. But publicly announcing the target dates won't increase sales much (consumer electronics don't sell in the summer) nor will it increase the likelihood of their product development team meeting the deadline. On the other hand, if they announce "August 15th" or whatever but then something unforeseeable delays release until mid-October, then they damage the reputation of the brand (as well as losing out on the opportunities of the back-to-school sales). In other words, the potential risks far outweigh the potential rewards...