In my experience, when companies say something like "we don't believe the market exists for..." and similar, that's frequently dronespeak indicating that the company doesn't believe the product fits their business for some reason. It cannibalizes a different product they're heavily invested in, they would need a big capex expenditure to make it happen and don't have the money/don't like the risk/don't want the tax hit, they don't feel strategically well-placed to compete, etc.
Think of it as the corporate version of projection.
Or maybe they really honestly don't believe it. But generally, there's a dependent clause the spokesmuppet is not saying out loud - "... to make it worth our while". So while the company is trying to find a bland way to explain their cost benefit analysis without getting in to details, the customers hears something that sounds like nonsense to them. I've watched this happen at places I've worked, and seen it happen elsewhere.