
Octane render clearly is not Arion (who has "unleashed" its beast yesterday), nor is Thea Render who have proprietary formats for their materials and plays also with hybrid CPU + GPU.
I would say that Octane has no competitors, as it is now. The software is nearer the open source rendering than the high professionalized rendering software of Maxwell or other. But for quite equivalent quality and better speed.
Big companies with rendering vision like Luxology or Maxwell clearly stated that they were not going to engage themselves in GPU rendering by now, and for cause...
All are more or less tied to their particular market. Luxology is partnering with Intel, and so deals with CPU research and development, Maxwell don't want to lose his userbase, so they are all saying that GPUs rendering is not interesting. On the other side, Random Control understood the importance of GPUs but is tied to its Fry software, and so Arion is released to the same price than Fry.
So, for concluding, i would say that if Cubix made the price of its XPander PCI 2.0 (2000$) at the price of its Xpander PCI 1.0 (900$) and if the XPander PCI 1.0 was reduced comparatively; let's say to 300-450$, they could have gained Octane's market, but also LuxRender market which is going to GPUing too.
So, more customers, more money, but for more customers, more realistic and cheaper price are really needed, because octane's customer are not mainly 3D companies or 3D professionals with a lot of hardware investment capacities.
My two cents
