I wonder what Hot Toys' reaction will be. I'm sure there have been many meetings in HT HQ to discuss InArt (and probably other companies out there -Nanjin's business model for one must be very interesting) and what steps to take, and now that the Joker has been released, I'm sure it's being dissected on Howard's desk...
This situation reminds me a bit of the DML vs DID battle for 1/6 WWII supremacy some 15-20 years ago.
DML (Dragon Models, a model kits company) took the 1/6 collector's market by storm back in the early 00's with their (for the time) revolutionary figures. They were like nothing anybody had ever seen in terms of accuracy, realism and articulation, and the old G.I. Joe figures were left by the wayside. Some companies, like 21st Century and BBI tried to compete, but couldn't keep up with the mighty Dragon, which reigned supreme.
Until DID showed up. They upped the ante with more realistic sculpts, figures loaded with gear, use of metal and wood, as well as leather. Their figures were more expensive, and they didn't release the same amount of figures as DML did, but DML couldn't (or wouldn't) upgrade their offerings to the level of what DID was putting out. They tried a different strategy, releasing cheaper figures and carded sets, maybe thinking that they could keep the "mass" market. But the WWII collector had evolved along with DID, and after a coupe of years DML disappeared from the 1/6 market.
So, what strategy will HT follow? Will they shake up their business model to take on InArt? Will they try to keep a stranglehold on hot IPs like Marvel and SW, and hope that keeps their market share secure?
And how many successful figures does InArt have to release in order to break even? How long will their investors wait until the money starts coming in? How much time do they have to prove that their business model works?
At any rate, it'll be interesting to see how all this evolves.