Good move. Create a new company to regurgitate the same product everyone else is selling and don't differentiate it at all. I don't see them making anything new or more efficient. If anything that cutesy pattern they cut in the fins has probably dropped efficiency.
Their only hope is to charge less than the big names for the same product. Which I'm not seeing. Why would I pay the same for a name I don't recognize and whose fans don't have many years of real world use to know that they will hold up and remain quiet.