Interesting... gets me on two counts... photography and product design....
Thing is though....... $99.... yeah sounds cheap... but that's NOT for a fully functioning, ready to shoot camera.... what you are getting for you're cash... is a black tuppaware box....
To get pictures from it... well unless you want to use the pin-hole and a lens cap... you need a lens, and one its designed around has been out of production for half a century! Reletively easy to come by though, but two and a half times the price of the 'camera'!... add a dark slide and to take a photo, by 'F16 Sunny' guide-line... your tuppaware has no metering.... you'd have to have spent about $400....
That's not quite so cheap really.... especially for a camera with a 50+ year old second hand lens!
I remember 20 years ago, series in one of the photo-mags; "Make your own Field Camera".... and realistically, its old rotten field cameras that are likely to provide these old lenses.... OK, not so compact and portable, but as much 'Camera' as they are selling for ooooh...... penies really! Seem to recall the article suggested that using a bit of inginuity, and searching second hand and charity shops for old bellows cameras to pillage a lens from, and using off-cuts of marine ply from a boat-builders and felt from the market... you could knock up a good field camera for under £30, or from a 'kit' for under £100 lens included.
THAT would be a 'Cheap' large format camera....
As an engineering excersize, and specifically as a 'traveling' hand-held camera; I think I would have aproached the brief differently.
The lens is the expensive bit, and for all the optical quality of the Sniednier they suggest, it's not particularly fast, and if I remember correctly, the range of shutter speeds wasn't too great.
Technically and commercially, tackling manafacture of a 'reproduction' field camera lens, potentially exploiting chinese or eastern-european manufacture for cost cutting, would be more 'worthy'... and I think, to make a 'complete' consumer traveling camera, looked possibly to a bellows construction, again, utilising Chinese or east-Euro man'f.
Possibility, I suppose is endless; and I dont know; cheap consumer electronics? Possibility of integrating a ttl meter of even some AE functionality, might be interesting; certainly suggest a far more consumer friendly product, for their suggested target market.... which they suggest isn't necesserily camera buffs or existing photographers even, let alone experienced film photographers.
And on that score, I think that, THIS particular product might actually be a little bit of a let-down, and get a lot of people exited and interested in the 'idea' of both film and large format... then leave them utterly frustrated, dissapointed and underwhelmed.... when they recieve thier black tuppaware box.... discover that they have to buy a lens seperately, and its suddenly not 'so' cheap.... and worse, they have to drill and mount that lens... possibly badly, potentially introducing light leaks and tilt distortions... THEN start shooting with it, without a meter... and start wasting frames on a hit and miss trial and error basis.... of getting completely overwhelmed reading the manual!
Innovation either comes from a technological break-through, and manufacturer offering it to the market, or the market having a need, the manufacturer designs a product to fullfill....
They have err... neither really! I think its a great idea.... but there's too many loop-holes, and they are working from the middle out, rather than one end or other.