Target market that I imagine: fleet vehicles for oil and gas companies in the Rockies and Midwest. Cheap CNG from the company well, as it were, high mileage driven each year, and a need for 4x4s to get out on the range. They wouldn't need to carry heavy equipment to the field necessarily, as such equipment would require much bigger trucks yet. I think it totally makes sense for this kind of oilfield transport scenario.
I calculate NG direct cost plus VRA compressor energy cost of 8.6 cents per mile at relatively high Seattle residential NG prices
so if the form factor and payload restrictions fit the bill it's certainly cheaper to run than gas or diesel vehicles for high mileage fleets that need to move people off road.
With regard to pricing, they're just matching the pricing structures of the 3rd party Ford and GMC conversions. No competition and surely little volume so no real motive to drop the price.