I think your pretty wrong here. To me they would have to have a click charge significantly lower than the iGen or indigo. From everything I read, with what they're wanting to do, they need to shoot for offset cost per impression to the 20 and 30 THOUSAND impression marks. To me it does no good to have a machine that can run like the heidelbergs of the cost is still going to be the same as running an iGen. All it means is your getting to the end of a run faster. Which is good, but I don't see there being a huge need for that except in just a few companies.
Now if a company can use it to do massive variable data jobs AND static long runs that would normally be done offset, then we're talking something spectacular.
I see your point and the more i look into it I think you are right the website is claiming that it will be cheaper than your other digital formats.