I don't see why they have to redistribute anything
...
Trying to get a open platform to market.
An "open platform" is not one where you grudgingly comply with the GPL and take weeks and weeks to release source after shipping.
Here's a product line which is truly open:
https://www.olimex.com/Products/OLinuXino/They have schematics and sources up for products that
haven't even been released yet.