From the Coralvue website:
CoralVue is the exclusive global distribution partner for the IceCap brand.
Yes, everyone starts somewhere. Controllers are one of the hardest things to design and get right. It sank Vertex. Product development is a different ballgame. They are not only proving the product, but also their processes... and their people. They have good sales, marketing and customer support as a distributor. But it is a different skill set to develop a product and deal with manufacturing logistics. From this perspective it is an "internally funded startup".
Going back to the original thread topic. Would you recommend a first gen product from a new R&D company to a novice reefer? or a proven tech? I would say buy the proven tech... if money is a concern, buy a used one from someone on the forum.
Let the early adopters work out the kinks, give it time for the other accs (ex sense box) to come out. See what the aftermarket value is going to look like.