If people are buying a frame based on bargain/value theres always a deal on a decent bike/frame from a decent importer/supplier that would compete and give more confidence. This year I’ve seen (and in the first instance bought) an Alpine 160 with CCDB for just over £1000, Yeti ASR7’s for £799, De vinci Hectiks for same (from Freeborn, with lifetime warranty for original owner).
“clearly doing something correct” yes he is, as many of us have said if you sell stuff cheap enough you’ll always have a market, and his profit margin doesnt stretch to replacing stuff under warranty.