It didn't fail. It hasn't fully released. The versions that will attract most people are the Pro and Ultimate. They're not available yet.
Unlocking the bootloader is SUPER easy. The problem is that a lot of people purchased their phones from third-party sellers that couldn't care less if you can unlock it again. All that mattered was getting that WW firmware on the CN device to add $100 to the listing.
Asus is likely trying to keep custom software minimized until they release the other versions, which is why they won't provide any hints on how to make it run. There would be no reason to buy an upgraded model if you could easily get the same performance out of something much cheaper.