I’m not so sure about it being overpriced.
Yes, there are Chinese frames with similar style and geometry, but they’re generally made from T700. The UPPER is primarily made from T1000 which is substantially more expensive. This makes it lighter by almost 35% than an equivalent Carbonda. It also feels MUCH stiffer and livelier than my Carbonda. On race wheels, it feels and performs every bit as well as a race bike.
A full T1000 frame even from China will be double and a bit the price of a cheaper one. So about £1200, the Upper is £3000 and comes with much better axles, etc. Given the Design work that’s gone into it and that it’s supplied with a European warranty, I don’t think it’s too bad.