My point is just that I don't understand why they can sell at this price,
I'd suggest that they cannot afford to sell above their price. Their product is not as refined as the existing MFDB players and they are obviously aware of that. Their future must depend on getting a foothold into this market and it may be that they are prepared to sell an unsustainable level in order to get market share. I suppose they could invest more time and money to improve the product in order to make a more competative product, but if there is no price advantage, why wouldn't the purchaser just stick with the proven performers, and by the time they had perfected it the 22 mp chip would be too old, so time was against them as well.
I suppose we'll all find out if and when they do a new model with a new chip. I expect that if their pricing depends on using chips that are 1 generation behind the others we won't see that until the current state of the art chips have been superceded.