Read the "About Us" section of the website. They fully declare that they are making gear with cost being a secondary factor and function being the primary factor. I emailed them a few minutes ago to see if the products were made in the USA which would contribute to the cost although even products made overseas to a high spec can be expensive. As far as I am concerned I think it is a good design although I would like to test one out. I destroy lots of gear every year looking for the best of the best so I have no problem buying, carrying, using, and recommending pricey gear as long as it stands up to the test. Inexpensive gear is great as long as it does the job and the cost savings doesnt outweigh the corners cut.
That being said some expensive gear is just outrageous and the expense outweighs the benefit and seems to be more of a status symbol than actual use items. I see these as being a well designed option but I will hold any more opinions as far as use and durability until I can play with one.
Some other observations:
The striker has the benefit of being discreet on a key chain where as my hacked Swedish Firesteel Mini is anything but discreet:
Before the hack:
Hacked to reduce size and weight:
Discreet is a double edged sword. If something is very discreet and I am dead other survivors may not know what they have but at the same time discreet avoids attention at things like security checkpoints.