Be aware that this all is a statement of intent. As hinted at repeatedly here at Apug the market at least for middle of the road films is marked by the price. And with C-41 films still available for about a Dollar from high productive competitors, how could a new enterprise described as low volume compete with them?
My thoughts exactly. As I said, I really hope they're able to pull it off; until then, I'm staying cautiously optimistic!