Competition is always good but please keep in mind
1. "Half price then a X360KEY in production" might be percieved that the final product will be half the price of the x360key, this is not the case. These projects require months and months of development, and the hardware is pretty complex.. I would guess that the end price might be $20 usd less, if that.
2. the x360key guys still have not revealed a lot of features as well. No one wants to play their cards to far out as we all know this is a copy cat market