If you were to anticipate a failure for a soon to launch product, it is entirely appropriate to say “dead on arrival”. A similar metaphor might be calling the product “stillborn”.
Okay, but the commenter I replied to said neither of those things. They didn't say "it'll be DOA", or even "it's DOA", but rather "killed this product on arrival". Despite my previous knowledge of the "dead on arrival" idiom, I found this particular wording strange due to its use of past tense, so I wrote a comment expressing that.
If you disagree, that's fine, but you've chosen an extraordinarily unproductive way to express that disagreement.