Yes, claiming. I'll be shocked if they can hit a price point below $150,000 even as a kit airplane (which then takes 2-3 years to fully assemble). Maybe they're comparing themselves to something like a Cessna Citation, so yes 10% cost but not what I would call affordable.

The cessna citation is a business jet. I don't know what price point they are trying for, but they are aiming for more mass market. The design has no moving parts in the wings and they say the design is amenable for mass production.