If they were serious on making it somewhat competitive they'd need to price it at $100 - $125. I think even $150 is a bit high.
I'll give then the premium over the Brinkman smokers however as previously stated you can do almost the same thing for a lot less.
Proud owner of:
22.5 OTS, 22.5 WSM, SJG (and soon to have the tamale pot mini-WSM conversion built)
Stealth gray Thermopen