I'm really having a hard time understanding what their target market is here.

Most home users aren't going to pay full retail for cameras, hire a professional installer to put 1-4 cameras outside, then pay for cloud storage... or at least not without a huge amount of Support effort. Given their feature list, they aren't going to be able to compete with the business/enterprise market due to both having worse features AND being more expensive.

(shameless plug: I work for a company making enterprise IP cameras, and both our cloud storage AND cameras are cheaper, while having way more features)