So, I figured out that the display base (in the pic of the black one) says "MULTIROOM", so we're looking at an ML product at the very least. And with the current lineup, I bet we're looking at about a $1000USD product here. Given that the BS1 (with charging base) would be roughly double the price, that might be where the target market might be, though this Balance doesn't look to be the most portable of speakers... with the M5 just above the halfway price of what this might be.
Kind of a tough call. Even if the sound was on par with the BS1 or 2, looks alone,... well, if folks are already throwing around the "IKEA" word, then, there you go.