Craig Rothwell, better known as craigix on the community boards, is the one guy who took most of the risk of the project onto his shoulders. He did most of the organization with all the companies, the money, etc.
Craigs shop GBAX.com is very well known since years. He specialized in selling retro- or homebrew-enabled devices. He is always adding more unknown but cool devices for low prices.
But since most devices had some flaws for running emulators or homebrew stuff (one has bad controls, another one with good controls has too low cpu power, etc.), he decided to create his own - and so, together with some other guys, the Pandora was born.
http://twitter.com/craigix - Craigs Twitter Account
http://www.youtube.com/user/craigix - Craigs Videos on YouTube