You think they spent all that money not knowing that they may die this winter? I doubt it.
I used to work for the company, and I would say they did quite a bit of research, but I would also say the odds at 60-40 on them surviving being enough for the company to try it. High risk and reward (although not much reward, not sure how much revenue they will generate with customers coming for the trees vs. expense they will cost) but the owner just wants something different than anyone else has in the state, and darn it, he has it. Good for him!