I have no idea how they do it for the money. Quality binding and purfling, good finish, ebony bridge and bridge pins, TUSQ nut and saddle, vintage Grover-style tuners, abalone inlays down the back of beautiful solid Pau Ferro back and sides.
This guitar would be a good deal at $2,000 USD when you compare it to the other stuff on the market, at the current price it's practically robbery.
Tonally speaking it's very bright and somewhat lacks bass, but if you go play very expensive guitars you'll find that's actually quite common for spruce tops made from hard body back and sides (rosewood, maple, walnut, pau ferro, etc.). I personally like a really bright guitar because on recordings guitars always end up sounding darker and bassier than in person (due to proximity effect). To my ear it sounds like a high-end Martin D-35, which I also own and have compared together.
If you're looking for a bright and somewhat even midrange response from a guitar, especially for recording or playing live gigs then I highly recommend the Sierra. This guitar has no business being as cheap as it is for the quality. The workmanship is very good all throughout and I will almost certainly be buying their all mahogany guitar next.