I don't know what is behind that fancy white shell, but all I can think is that either they've stumbled onto some super cheap technology that no-one knows about, or their cost estimates and margins are way out of reality.

Wifi/USB aside, quality stepper motors can only be had so cheap, same for other components, belts, extruders etc. We're not even including costs outside of the printer such as packaging, printed documentation (if any) accessories, support, heck, are these cases injection moulded? What's the manufacturing costs associated with it? Even after sales support, RTAT?! I mean, unless they've planned on ordering insane quantities of parts that they could get them cheap enough, I don't see how they could sell this unit at $179 and still break even, let alone turn a profit. We've seen what's happened to other companies who've tried to break the sub $200 mark, Makible, ez3d, hell, even Pirate3D, and it didn't quite work out well for them...