Here's my take: After reading through their website, several things threw up a flag. First off, they give an explanation of accuracy and precision with phony targets like they were explaining this concept to a non shooter. Anybody that is after top notch components has already grasped this concept, and shouldn't have to educated like a third grader. It was mentioned how they started with brand new machines, that were slower than "old, used machines". There is a reason for this. These machines are specialized, the "old, used " machines are not anywhere to be had, in fact they are all in service somewhere. The only choice you have is to purchase new machines to get into this business. Which brings me to the next point. Looking at the pictures, it seemed like a very big operation, just to make 4 flavors of brass. That is one hellova investment just to start making brass cartridge cases to sell on a website in this economic environment. A new business like that could only start one way......with contracts. There is no doubt in my mind this company had contracts with other major ammunition manufactures when the market was hot a coupla years ago, and no one could keep up. Now that the bubble burst, they trying their hand at putting their home brand headstamp on the products they produced for other companies. Basically since the bottom fell out, their trying to do anything to pay for those new "slower" machines.
The website could be more serious shooter oriented, as it is obvious that it was put together by an amateur not familiar with the shooting sports. If you want to sell products in this business you need testimonials and endorsements, not to mention some beta testing. The staff pictures need to be replaced by pictures of shooters and testers, not college geeks and supervisors. Seriously, who cares about their HR guy if he's not a shooter? The proof is in the pudding.
Sorry for the rant, but seriously I'm hoping the brass is good quality, but taking all things in consideration it's going to be hard to compete with the established benchmarks.