because it believes in marketing. Too many high tech firms with MIT genius CEOs running them think that a great product is enough, but it isn't. You have to market it. Love the "Irobot, do you?" tag line. Simple and effective.
And the other thing that distinguishes Colin Angle is that he doesn't turn his nose up at the mundane (afterall, you can't get more mundane than the simple vacuum cleaner). He's a Peter Lynch type of CEO.
I agree... Colin is a practical thinker. That is why I have bought 5 roomba's in past and my brother just bought 3 and gave them as gifts. They clean better than my top-of-the-line Oreck and they save a lot of work. Also cheaper than hiring a cleaning lady.