I’ll try to put a finer point on this. Regarding cost, the Behringer X-Touch usb/midi controller is a pretty good analogue to the M-Touch, M-Play. It’s $450 street price offers motorized faders, 8 scribble strips, rotary controls and a ton of other stuff. It’s purely a control surface just like the M-Touch/M-Play/M2PC.
The street price of the M2GO is over six times that of the X32 Compact (similar footprint). One could argue that the build quality of the x32 isn’t as high but part of the reason x32s are so popular is they’re pretty reliable for installs and light touring, cheap and easy to replace. I haven’t done a detailed comparison but I’d guess the X32 has more function points than the M2GO.
If someone like Behringer decides to get into the lighting control space in a meaningful way it will be as disruptive there as it’s been in the music/audio space. Anticipating such a move by aggressively improving price/performance would be a good strategic move for Elation.