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Kudos to them for getting another product out, but these features are fairly low effort, so a lot will depend on the execution and price-point. The 8Bitdo is probably a good base to start from with the "keyboard as lifestyle brand" thing, then adjust up or down based on materials and build quality.
OLED screens and fully programmable firmware are both very common in the custom and semi-custom space, and together they could easily mimic the layout and the counter functionality. Custom dye-sub keycaps are also a thing. None of this is to say there's no value-add in packaging it up with their brand's aesthetic, but the value proposition is usually not there for those who've already invested effort into the keyboard space.