there are serious competitors out there. the super petrel is a really nice aircraft with as good as or better performance at 1/2 the price and for an aircraft that doe the job well and is the low cost leader the Sea Ray is #1 thus the ICON is aimed only at the high end recreational market and that is a very small market.
if they could up the gross weight of the ICON so it could carry two full size people and luggage plus 4 hours of fuel and give it good performance with 150 Hp they would have an aircraft that is worth the price as a small utility amphibian. that is a market where the utility would be proportional to the price.