I wish them luck, but I'll be surprised if they sell too many engines at those prices.  I was critical of Powersports for pricing their engine at $20+k, because it was the same price as a new Lycoming at the time.  Eventually, if the engine is proven to be everything they claim, particularly wrt the 3000 hour TBO,  they might sway some Ly-Cont followers.  FWIW, someone was just telling me about Innodyn turbines (http://www.innodyn.com/aviation/products.html ).  I think I'd probably spend my $35k on one of those (if I had $35K to spend on a new engine).
 
Rusty (wondering if Mistral ever consulted any marketing people)