Excellent pricing
Looks like they are doing for phones what they have recently done with tablets - with those prices they're giving the Chinese brands a run for their money - dual SIM LTE for £200 is what I paid for a Zopo ZP999 (which admittedly has a faster processor). If only they weren't running Windows... unlike the tablet I picked up for £140 which runs Windows 8.1 pro on a 2048x1536 screen and fits iPad Air accessories.
Until people actually want Windows on a phone it's going to be a tough sell.