But he does run Langstroths!
20% more means its smaller than a 14x12 … now didn't we have a discussion about Dutch hives that were rather like our Nationals … I wonder …
However, rather than 'keeping a check on other's prices', I'm afraid it does sound like a single-source proprietary design, and thus purchaser lock-in -- for as long as they support the format.
On the other hand, if you want to establish something new, it certainly would help to sell it at a bargain price, at least until it became established.