oo:
I guess you failed you see Coleman's target consumer with this product. Coleman isn't trying to sell CR123 lanterns (or whatever lithium-based equipment) to "Al Bundy's family gone camping" type of customer. It's clearly a specialty product to a niche, like backpackers, serious hikers, mountain climbers and folks who can't afford to carry extra-weight on their expeditions. Coleman already sell zillion types of propane/butane/fluid/gas + all types of battery-based lanterns for the average "trailer-camping" Joe.
Headlights or any other gear for expeditions, climbing etc, isn't mass market. Coleman is targeting this niche now, which is a smart move. They might want to compete with Petzl, Black Diamond, MSR, The North Face, Big Agnes etc. on serious outdoor gear if they want to. This isn't mass market but it's a big one. I'd want to be in if I were Coleman...