I agree with the sentiment here. Ultimately, I see this as a good thing for FJ. More competition amongst the market laggards will, in my opinion, lead them to cannibalize one another, but not likely to ding FJ.
I wonder how much though of an upfront cost with respect to distribution, getting floorspace in brick-and-mortar stores, as well as pro shops has to run. It would seem that would be really cost prohibitive, unless they're opting for online only sales. Still, it's a big risk. It kind of reminds me of what happened with the Microsoft Surface. The biggest marketing blitz won't cover up for a sub-standard product that few, if any, will ultimately buy.