There are existing established sweet epublishers, POD publisher and offset publishers.
Their verbiage is disparaging to the majority of their romance epublishing peers and a good section of their potential readership. They could make the same point more diplomatically if they were writing to hit a readership, not just express their opinion.
But my general point is that, as an author-run epublishing start up, they have about a 50% chance of still operating a year from now, and rather less chance of selling over 200 copies of a book in its first year--likely more in the range of 20-50. That just based in industry norm right now. 30% royalties is at the low end of the range. Start ups will not sell well to begin with and with outfits like Samhain already in the marketplace the competition is in fact, if you will excuse the phrase, 'stiff'.
They may suprise me but the rhetoric is familiar and the flags are at least a darker shade of pink. i.e. the emphasis on excellent covers and the covers they have posted, the emphasis on a warm family approach not a sound marketing plan, the emphasis in publishing their own rejected work and declaring the industry awash with poor writing and the genre ruined by sexual content, etc.