In reply to Luke90:
I mean, there are products that are similar to competitors as there's so much you can create. Their Kraku stove is great for what it is. It doesn't pretend to copy something else (indeed, it is made by Fire Maple). Same with many other things, like tent pegs, bags, clothing, etc.
Even Brukit was a failed attempt (IMHO - tried both Brukit and MSR Windboiler). You can't take a (fairly) unique design, copy that and sell it for less. Their stuff usually doesn't offer anything apart from a lower price.
It is all just my personal opinion. I care about innovation as I'm a gear geek. If something is undoubtedly better than any other design, I can justify a higher price. If someone, however, attempts to copy that design and sell it, they won't see my money.
This particular mat triggered me (ha!) just because there's nothing similar I've seen. Sea to Summit has been creating some very interesting stuff (foldable kettle anyone?), yet the usual UKC response is "IT IS SO EXPENSIVE!".