While I agree that everyone and their mother makes AR's, depending on actual retail price, this actually could make a small splash.
Mid-length, polished trigger, bravo company furniture. I personally strongly prefer bravo company's grip and b5 stock over magpuls. Not that I don't like Magpul but those two items are fantastic. If someone is looking for a manufacturer built ar and this is priced lower than say a colt. I think they would have a winner. This all depends on the reputation it receives from critics. However if it proves to be reliable and compare to colt, ruger, sig, or s&w, I would choose it because of those factors mentioned above.
Edit: IF I had to choose out of those. We all obviously know there are better or could build for cheaper. However if I was in the market for a sub $900 AR and couldn't build. It would be a contestant. Some people refuse to tinker or build, others need a warranty and are on a budget. Those are the ones this might appeal to. Luckily Colt also finally made a midlength, otherwise SA would maybe run away with one of the only midlength rifles available at their local retailer.