What is the market for these low-cost EEG devices? I've come across way more companies offering this than I'd expect. I assume all labs at R1 or R2 Universities use equipment from bigger manufacturers, which I think run over $10k for a full EEG setup (no cage).
Neurosky has been around almost 20 years. MindWave Mobile 2 is $130 USD and their offering for an EEG BCI. It has an SDK and they sell Windows-based instrumentation software.
This isn't a medical-grade EEG device at all. This is a hobby-level PCB to connect the ADS1299 chip to an Arduino. This isn't at the level of something you'd use for actual research or patients.
I think the market is people who want to experiment with EEG, but those people would be better served purchasing the ADS1299 evaluation kit from Texas Instruments (which is, coincidentally, the same price as this Arduino shield).