It appears to be aiming to compete more with amps like the Cavalli Liquid Gold which has no speaker taps and retails for almost $6500. There are plenty of cheaper headphone amps, but none that are really aimed at the same target. Plus you should realize that it's not really a headphone amp. That's an integrated amp with multiple headphone outputs and gain switching. When compared to those, it's pretty cheap. Whether it actually hits its target or not remains to be seen, but if it does, it's an amazing value.
I'm looking at the Ragnarok for my next venture. Its biggest competitor is the GS-X MK II, IMO. Said to be the one of the top if not the top of the line as far as SS amps are concerned. Holding off until its release to find out if it will deliver. High hopes for the end of the world amp.