I did look at their product, and several others. I thought the SHF rifle looked great and have seen some good reviews on it. The cost was low too, especially for a mag fed rifle. Frankly, I was most likely going to go with an AR50 but price was a serious consideration...I really didn't see myself getting a 50 BMG for quite a while.
Then the BOHICA came up...Chris was on arfcom and THR and talking about his design and what he went through. Since he's started delivering they've been getting pretty good reviews.
For $1000 I thought I could afford to try out the 50 BMG lifestyle. If I don't like it, I think I can sell it pretty easy (there's a 450 person waiting list). If I do, I may/may not upgrade depending on the quality of the BOHICA unit.