Nice! Glad to see rycote getting some competition and knock the monopoly of overpriced products down.
Why are Rycote overpriced?
They are a company who put in considerable research and development and make a high quality product that does the job properly.
That's not overpricing.
In fact I find many Rycote products extremely inexpensive - an elastic suspension for a Neumann microphone can be £200 or £300 - the Rycote USM is technically better and sells for only £60 - that's one-quarter of the Neumann price.
Someone who copies a product without all the technical knowledge, makes it cheaply and sells it at a low cost is not proper competition.
Proper competition is someone who designs their own products from scratch and then sells them to compete with someone else.
Nobody made a Softie until Rycote invented it, and then copies started to appear.
The ring and O-ring suspension was a Rycote invention, and then people copied it.
Luckily Rycote patented the Lyre suspension, or that would be copied as well.