Queens Day Tmall, page-5

Could be several reasons. You can always ask the company. It could be a Special deal to get customer feed back.
I think this will take off soon enough. They have some interesting irons in the fire with products. I think Australia producers some very innovative companies like ZNO, ACW, CG1, ABT, CRO , BLackmoores, etc. this is a premium product play and Australia is more a test market imo. This should be sold Overseas.