I myself got serious about it about a year ago. Sketched up multiple cases I was planning on building, put together a business plan, put a lot of thought and planning out into it. But in the end I decided against it. You have to have a good amount of luck and advertiseing on top of making a great product at a competetive price, and competing against the already established boutique companies, the companies who advertise in all the PC mags, not to mention the plethora of companies around my town who already do it, and a lot of computer enthusiasts build their own. It's hard.
But it looks like that company is already doing something right. If theirs anything that's going to get you recognized and set your apart from the others, it's doing projects like these on not even released cases and getting them out in the open.
Great job on the case, it's looking great.