This is already a second version of their skates, the previous was called F1.1, i have those. The boot is very stiff and comfortable, can be compared to x800 at least in terms of stiffness and protection. The boot is fully heat moldable, the tongue on F1.1 reminds One95, a thick felt with stiff plastic insert. There are options with Tuuk holder and their own holder, the steel on both options is their own, but on their holder the runner is not replaceable. Overall fit for F1.1 is claimed to be similar to Vapor, but I would say it is a little wider. Also there is an option to order only boots, like True/vh offered earlier. The price for newest model with Tuuk is around 280$, with their holder around 180$, without holders at all around 160$. Previous model is slightly cheaper now.
New model, that is shown on the upper video, have several improvements, and a new fit system like Bauer and CCM.
Also they offer inline versions, and some features customisation if you order the skates directly.
Overall these are great skates, I would compare them to maybe third Bauer model from top, currently 3x,, maybe these are even better (somewhere between 3x and 3x pro), but almost twice cheaper. Here in Russia they are gaining moderate success due to people's beliefs that Russian manufacturers can't make decent product, and Bauer is the one and only that can make good skates, and they don't have a good retail availability, which also slows their sales, but I hope they will continue to improve and take the market share they are worth of.
They have Instagram account with photos and Vkontakte (Russian Facebook:)) page where there are some additional information and opinions of their customers, the company owner is also very open to dialogue via Vkontakte.
And yes, they actually make it themselves, here in Yaroslavl.