Every image I can find of one looks like a (very pretty) render, call me old fashioned but if I was in the market for one of these I'd like to see the real deal before parting with that kind of money.
Even if not for me I do hope that a boutique brand like this could feasibly offer some innovation and choice to that sector of the market and I do like the sound of everything being fully rebuildable (although finding spares in 6 years time might be fun?).