There are new companies like this popping up every week, same with the mechanical mods, each with no proven track record, no prestige, but they have seen others do it so they jump on the 'premium' bandwagon.
In all fairness though, I would do the same, if my juice tastes as good (or better than) as others that charge premium prices, then why not?
They all are made in the same way with the same (or very very similar) ingredients, so there is not that differentiates one premium brand from another other than whether the flavour appeals to your tastes or whether you like the branding.