Oddball drivers honestly. The specs scream "low distortion subwoofer" but their own Ultimax 8" is only $15 more than the Epique E180HE, with substantially more surface area.
Oddball comment. It remains to be seen whether these drivers are good in every respect (including distortion), but for the moment the fact that they are unusual doesn't mean anything.
As for the 8" Ultimax, it has major usability issues. The manufacturer claims that Qts is around .6, but independent measurements have shown it to be much higher, around .9. (With the two coils in series.) The enclosure needs to be incredibly large to avoid the high Q hump in the response in the vicinity of 50 to 60 Hz. To make a decent subwoofer with the 8" Ultimax it is essential to use EQ to suppress the big hump.
The primary goal in the design of these drivers is clearly for Bl to remain nearly constant over an unusually large range of excursion. If they have succeeded at this, then if there aren't other issues such as in the uniformity and smoothness of the frequency response, these could prove to be very desirable drivers. If the 7" driver does not prove to be vastly superior to the nearly useless 8" Ultimax, then the designers have missed the mark by a wide margin.