I don't think that saying a company or individual unrelated to Atari making this is at all wrong, it's fact. Atari themselves are absolutely not making this.
Thus, leads most to the idea of wanting to milk the Atari name with this device because it can also doesn't seem false. We've known about this thing for what... 6 months now at least and not a single exclusive game (or otherwise for that matter) has been mentioned or shown on it? Then, a single joystick with single button is then displayed but with no further information as to if this is going to be the sole controller with the unit or if it's going to cost additional and even so, outside of the Atari classics which you can get in multiple variants on multiple platforms, what is that going to be used for?
I still can't get over the fact that they were going to take $300 pre-orders on this thing merely a week before Christmas. As Skylar best said it: "Ouch!"