I think Battle Born may be in for some trouble even without their dodgy marketing. While they were out in front first, the price of raw LiFePO cells has dropped dramatically, much like solar cells. Battleborn has not adjusted their prices to reflect this, and it is only a matter of time before the value equation bests the marketing equation.
The raw cells for 100Ah battery pack are down to < $150, and a more sophisticated BMS can be had for another $40. I am not sure what the injection molded plastic box would go for (this is the 'assembled in USA' part of Battle Born) but it can't be more than a few $. 100Ah batteries that are in the $300 - $400 range are probably not far off.