[toni-a]

It almost looks as if they are using an EF mount.

Anyway, this will be doomed. Even if this is a real thing, it'll fail. You just can't create a camera with a tiny team.
The software obstacles would just kill them

If they set their targets correctly and don't act in an arrogant manner they can succeed, playing the low cost card, and not aiming to compete at least for the time being against the big players, but keeping for them a small niche, for software they can use already established platforms with partnerships rather than doing their own, DXO and their camera come to mind, they can "recycle" old technology, buying a four year old sensor isn't that expensive...