Lot's comments along the lines of "don't know who would buy this", but there are mechanics out there who buy Harbor Freight tools instead of Snap-On, and while that might not be the greatest analogy because the individual buys their own tools and not the company. The point remains there is a place for equipment that delivers most the features and quality at a fraction of the cost.
A lot of small companies are pretty cheap when it comes to buying major purchases. I know this first hand because I've worked at a few like this! I'm sure this is a high-margin item so they don't need one on the bench of every engineer in the world to make some good money from it. And I did write "world" and not "America" because they do sell oscilloscopes in multiple countries and will probably move a fair amount of these.
This reminds me of Tesla (for the record I hate electric cars. Give me a new Corvette or Bronco!). They started out and pretty much everyone thought they will be a fade and disappear in a few years. Now their stock is worth more than all the big 3 U.S. auto manufacturers combined. True, Rigol doesn't have a 70 year history and I doubt Tek's experience making boat anchors in the 80's is really helping them develop modern test equipment. Oh, but they have the reputation right? Do they really? For a while they were selling very outdated oscilloscopes that were slow and had tiny memory. So they pretty much started over from scratch with their current 3/4/5 series scopes. My whole point of this rambling is to say don't underestimate them. They could give the A-brands a real run for their money within 10 years if they played their cards right. Obviously we all know the shortcomings, but if they address those things they could become a company similar to Hyundai. If you don't know they started selling junk cars for dirt cheap, and now offer similar quality to the A-brands and even have longer warranties while offering a lot for the money.
More competition is a good thing for everyone. It drives innovation and helps runaway pricing than if just a few companies have a monopoly. They have come a long way on aesthetics since the 1054z (or whatever the model is. sorry I'm not a Rigol fanboy, lol). This thing looks bad ass, modern, and polished. Way out of my hobbyist budget, but if I was purchasing an oscilloscope for a company it would definitely be on my short list of considerations.