I have seen it before -- a company that produces a far superior product and charges only slightly more for it. Great for the consumer but bad for the company -- not only do people buy the cheaper junk but those who buy its product get lifetime quality and do NOT have to replace it after a few years. This product will far outlast the competition and shows that competitors products are junk.  
Once this company is gone your only choice will be whatever junk the competition is pedaling.