If you look at the neo 3x they have and compare it to the ferrite HC series, the standard neo is $499 and the HC is $459. The cost difference isn’t much but if you look at motor force the HC series is still better. In order to get the neo to be comparable you need to upgrade to the 3x.9 which adds another $200 to the price. The efficiency is nearly the same along with power handling and xmax. Neo is almost always more expensive to achieve the same force but it does take less of it. I do agree that for $240 ish more overall they are achieving it for a cost that is less than others. The comparable sundowns is what $1200? I’d say Fi is most definitely providing it at a much lower cost and it does seem to spec better on paper!