Seen some more videos now. It’s not the most attractive piece of kit but it’s packed full of nice features (dual touch pads, proper triggers, 4 back buttons, 16GB RAM, SD Card slot, flexibility to install whatever you want, massive amounts of control configuration).
Pricing is interesting as they are all essentially the same hardware (bar some anti-glare glass on the top model), but price jumps are Apple-like in their cost per storage GB.
$399 has 64 GB of storage
$529 has 256 GB M2 SSD
$649 has 512 GB M2 SSD and an anti-glare etched glass screen treatment
Considering a 512GB M2 drive is just over £50 I think they are probably taking a decent loss on the entry model and trying to make something back on the other two.