I consider this to be the proverbial "shot across the bow". Think about it. The "big" transformers used to have 3 choices..ZW and ZW-L (Lionel), Z-4000 (MTH) and AH601 (MRC). Now we are down to 1 with warranty and factory support. Don't think for a second that the remaining supplier hasn't examined their pricing strategy. This has created an opening in the market, albeit a small one....that will grow over time.
Refurbishing old ZW's is a cottage industry and the Z-4000 is too complicated to make a viable business case. The old ROW (Right of Way Industries) example comes to mind. What made the Z-4000 complicated is the software to control the disparate operating systems...being a "universal control" has a price and now we will pay for it.
Having all the scale detail and whiz-bang realism in sounds just doesn't fly if one can't power it.