From what I understand it's largely down to things they say being vague/intelligently enough to give the impression it's produced in the UK, when in reality (at least as I understand it from leaked documentation) a decent portion is produced in China. Albeit with decent quality materials, assuming those claims are to be believed. As
@Lozart has said their claims regarding development and R&D in general certainly don't help their case, given the majority is just clones of high end kit sometimes with the odd tweak... sometimes just a straight up copy.
I've never owned any so I can't speak for it. Is it better than Viper? I imagine so. Is it anywhere close to something like C2R? I imagine not. Does it have a place on this list? I also imagine not.