This house is 375 sq ft and uses low end materials, and it doesn't include setup, so it's going to cost ~$100k, or $266 / sq ft. Most new home construction is more like $150 / sq ft. And with this system, you're very limited in what you can build. Who's the target customer for this?
80% people who want the ease of setup of a double wide but really, really, really want to visibly distance themselves from the stereotypes and can afford to pay a premium and give up a lot of square footage to do so. (There's a reason this is on the front page of HN.)
20% developers who will pay big bucks to skirt some local busybody ordinance that says "no trailer homes".