What does the size of the company have to do with anything? Are they manufacturing and assembling the things themselves?
At the $7.5 and $15K prices, this is a rental item for most people. As mentioned, those who could afford to buy this, could afford to hire Steadicam or Technocrane, and this then becomes a specialty item for use in creating only select shots (and hence - rental item).
The big issue is, this thing is only really functional with a lightweight camera and lens which rules out digital cinema camera.
And what of remote follow focus? Video transmitter? Cine lens? All adding weight which then makes any form of long term operation difficult.