actually I don't guess they're incompetent .. I'd not say this.
I think it's just strange to me that you have to buy the software to try it. To have no access to a demo is just bad marketing.
No changes on their homepage does not look good either in the eyes of a customer.
Well, the stuff that actually works on GPU looks okay to me. Especially for arch viz (which has no need for all features of a full production renderer), I don't see too many points which are against GPU rendering, but that's certainly up to the user.
Did you read the article on GPU rendering in the new issue of 3d World ?
As far as my tests have gone, FIRE is a great tool for previewing, but cannot hold up for final renders, so I will continue to envy anyone who can actually use GPU rendering, even with some limitations which come with it.