I have no technical expertise of any of these projects, but it seems that they are well funded. So at least investors seem to think they have a good shot at commercialization. I like that they seem to have a focus on hair loss, where Shiseido and RIKEN / Tsuji are busy with a whole range of products, with a hair loss treatment being one of the many.
Regarding the price I am similarly clueless, but I wouldn't bet too much on the fact that they suggested it would be in the 30-50k range. That could also be a tactic to keep people interested. If you, like Tsuji, start to drop prices of half a million, the market loses interest.