Being as they are a new knife company who didn't start off small, I'm assuming this is investor money from someone/group. Time will tell if it will pay off, but my 2cents is that is unsustainable.
Design wise the knives are just OK on some and meh on others. Prices are higher than custom makers and manufacturing is just typical, nothing special. I'm not seeing the hype either. I love that they are usa made, and I know how difficult it is to survive as a business owner with all the taxes and regulation. They're approaching crk knives prices without the design, history, back story or quality. To each their own.