Well, I wouldn't just look online and decide. I'd want to see the unit in person. If it looks well designed, why not? I repair obsolete food equipment and industrial bakery ovens for a living. If it breaks, you fix it. I also have used a product that this company has built, I have purchased parts from them for my father. As a result of my past experience with the company, I would be comfortable spending money on one, again, if I was in the market.
Interestingly, when I was in the market for my current stove, it was between the Enerzone and a Regency. The Enerzone was $500 less and was a showroom display model. The Regency was new in the crate. At the end of the day, it's a steel box, and I can buy a lot of welding rod for $500.
Your answer explains your thinking well. For me, I don't want to own a problem, don't want to take apart the box and fix it, and don't want to be my own service adviser. I actually like this company and believe they are making a good product and trying to give it a go. However, while I may root from the sidelines for them to succeed, I still have to realize I am laying down real dollars to buy a product and need to get what I pay for.
Take the price of the parts, add to it all the components that go into it (rent, insurance, power, wages, etc), add the cost for warranty work/insurance (always added in, just usually invisible to the consumer), and add some profit. For me, to take a chance and not buy a known product from a company that has a track record of making these units, I would be willing to pay for the parts, most of the components, none of the warranty costs, and none of the profit. In exchange, I would take a chance, be willing to be a beta site and report back the issues, entertain the repairs and tweaking that inevitably will come from this, and be without heat from my fireplace for random periods now and then while things are being fixed, sent, reworked.
I have already spoken to the company and I think they are in a good place with a some good thoughts on moving forward. To be honest, I think they need to decide if they want to be a big fish in a small pond, or if this is the time to expand and think big. Either way, the product will be good. Its just a question on how much pain the consumer is willing to take to participate in assisting them and for me, it becomes a financial decision since the retail price of this unit is the same as the established and proven brands.