You need to delimit what you mean by "the market". Since they offer only custom boots, they obviously do not compete with full-line manufacturers such as Riedell and Jackson. And, even assuming you delimit the market to custom boots only, if the boots are in fact made by 3D-printing (which I would still like to see verified), the choice of materials would be limited and may not suit many skaters.Aura will take over the market?
I'm also glad to see technical innovation in the figure skate boot market. But technical innovations per se are not sufficient. A 3D-scan of your foot is a great starting point: certainly has the potential for more accuracy than a few measurements, manual tracings, or even castings. But you still need knowledge of how to do the scans properly [e.g., I would be concerned if scans are taken only with the skater sitting]. And once you have the 3D-scan, how does that translate into actual production of a properly-fitting boot? You don't just make a boot that conforms to the 3D-scan. If there are foot abnormalities of some sort [and how many skaters have perfectly normal feet (assuming such things exist)?], a proper boot needs to correct for those abnormalities. That takes detailed knowledge and experience.