Impressive numbers on them, though:
The M1 18” woofer of the M1 is a high efficiency design (98dB/1W/1m) that can take up to 4000W of power and generate over 132dB SPL. With a resonant frequency of 20Hz, it has flat frequency response to 20Hz. The crossover point is 80Hz.
The M1 12” woofer of the M1 is 100dB efficient and reproduces signals from 80Hz to 2kHz.
The M1 compression driver tweeter is 100dB efficient and can generate over 130dB SPL, 8 ohms/1W/1m.
I guess his real point is that those people charge similar prices for their equipment which isn't really anything special. His claim/view is that with his products you get impressive engineering and performance, while the other companies sell old tech that doesn't do anything impressive for the same amount.
A company can be about the money without being only about the money.
I worked for a company that changed hands several times and it went from "If you take care of the customer the money will follow" to "Take as much money from each customer every time" Both of those wanted to make as much money as possible but one only cares about the money.