Actually, I think they are competing directly with
Folbot, which is a foldable skin on frame style of kayak. I think they are probably better than Folbot because they are slightly lighter and much cheaper and much less complicated to assemble. The Folbot Kiawah seems to be the closest match, and it's $1,449. Check out the
Folbot assembly videos. Assembly of a Folboat is really pretty involved.
Durability is a big question mark. I think in 5 years there will be enough data to know if these are any good.