The amps are expensive. I think the 12W combo is almost $800 and it's the cheapest tube amp they make.
I also heard their new line was going to run about $75-$90 a pedal which is risky. They made their name as a low cost, low risk pedal company. Since almost no one sells their stuff (especially in a brick and mortar store) that's their selling point. Why not take a chance for a metal housed stomp box for only $35. I'd like to see the prices stay low (who wouldn't) as it would entice me to actually try more of them out.
At $90, I might buy 1... MAYBE 2 (if that) but I wouldn't pick up more than that.