Closer in price to the bottom of the line SRM amateur, hundreds below the Pro...forget about compact, Dura Ace, or Hollowgram SRM. Arguably as a crank based, fairly full featured system, that's the audience they're targeting. If I were in the market for a crank based powermeter (I personally use powertaps, and I'm a former SRM user) I'd be very interested in seeing how the Quark turns out in terms of accuracy, durability, and customer service.
I think they're coming in at a pretty smart pricepoint...perhaps too pricy for me, but I don't think they were out to beat Power Tap at the low end of the market anyway. SRM seems an easier target to go after.