The price seems too high for a membrane keyboard with such a basic-looking feature set. It might use a fancy membrane technology, but I have doubts that the feel and performance will be on par with a mechanical, and there's always the question of long-term durability with a new design. It seems like the entire point of going with membranes would be to reduce cost, but that isn't really reflected by the price.
While the first poster pointed out the KM780 RGB for $139, a better comparison might be the non-RGB KM780 MX for $79, the same price as the non-RGB variant of this keyboard. And while this keyboard just offers the same basic layout as any cheap keyboard, the KM780 offers additional controls like a dedicated volume scroller and media keys, along with a row of programmable macro buttons that one might expect for a gaming-oriented keyboard.
Granted, for a fair comparison, the "original retail price" of those keyboards is notably higher, and it's probable that this keyboard will eventually go on sale for significantly less, but still, the launch pricing doesn't seem all that attractive in light of the falling prices for mechanicals.