Yeah maybe a comparison with Apple's tech strategy is a step too far... I think my point is more that, paraphrasing Amos Williams of Tesseract, Darkglass are now seen as ubiquitous...
I've no problem with a pedal being that size if it needs to be, but I suspect people will question why a pedal has to be that size if it has a single control knob, a toggle switch and a stomp switch. Especially (crucial point) if it sounds as "Meh" as some of their previous offerings. My one MAJOR bugbear about my favourite drive pedal (Ashdown James Lomenzo Hyperdrive) is its size. The pedal could be made to fit into an MXR or Boss sized enclosure. But NO...