It's aiming to compete feature by feature with high-end Android phones and the iPhone, at a substantially lower price point. Not looked closely enough at it to know if it's likely to succeed at that.
Their cheapest model is threading close to the mid-range cheap MTK based Android phones coming out of China.
Ah got it - that makes a lot more sense. I didn't get that impression from their site, so I couldn't understand what the fuss was about. I'm an iPhone user, so I'm probably not exactly their target market, but I sort of still am I suppose, and not being able to understand where a particular Android phone lies on The Grand Scale of Android Phones (without doing a ton of research) has always been one of my frustrations with the Android world.
Their cheapest model is threading close to the mid-range cheap MTK based Android phones coming out of China.