I feel like most projects like this must be run by people who are independently wealthy(ish) already and are in it for the long run? Like if this style took off enough to mass produce they could eventually make a lot of money, but if they keep it niche they are never going to make significant money no matter how much they charge.

I could definitely imagine a smaller cheap plasticky version of this being pitched as a more intuitive way for kids to learn piano, maybe that's where they're aiming?