As predicted a few years ago, Chinese companies are going into the lucrative lens market as soon as they gain the technology to polish and manufacture lenses. I'm sure that there are now many lens designers in China who want to start a company of their own, or work for a existing company to design camera lenses. The quality of the lenses is going to rapidly advance as well.
Nitecore is mainly a LED lighting and battery charger company and likely already has lens polishing capability, since flashlights often incorporate lenses, so they can use their equipment to jump into the business. Cinema lenses don't cost more to make, the market is smaller so prices are higher, a nimble company can take advantage of that and thrive on relatively small market items. Its interesting to see that their lenses can be adapted by the user to popular camera mounts, but you get PL mount standard, and have to purchase EF mount or other mount as a option as I read it.