For me, MX-1 is one of the most exciting developments recently (I would dare to say, comparable to F9R):
1. They designed a lander that can easily be put as a secondary payload on most GTO flights - which means there is a potential "launch window" once per month.
2. They use my favorite propulsion combination - HTP/RP-1:) This is high performance, high density, almost hypergolic, no-boiloff, easy to keep in the liquid state, long-term storable combination.
3. Since the lander is secondary payload, launch costs per flight should be in the ballpark od 20 million USD
4. Lander can be used as a general in-space propulsion engine. Besides main propulsion, it will probably have its own RCS, solar panels, GNC and communications. Customers just need to add their payload (instruments) onboard.
5. Combination of low launch costs AND frequent launches AND other deep-space missions (that dont involve landing on the moon itself) means that they could "mass-produce" the lander (for example, to be used as EDS for small payloads) in series larger than 10 per year.
Now, some obvious questions:
1. They did not publish pricing, but since they are in GLXP competition, that should not be too excessive. I would estimate it in 10-20 million. With larger production series, I would expect lower prices.
2. We know that they use HTP, but not the concentration (I would assume 85%, since it allows usage of silver catalysts).
3. In the news I read that HTP is used as the main fuel, and that RP-1 is used as an "afterburner". To me is seems like a typical H2O2/HC combustion cycle, where H2O2 is first decomposed using a catalyst, and then hot O2 gas reacts with hydrocarbon of choice (RP-1 in this case). Is this correct?
4. Now, delta-v. From GTO to the Moon we need 3.2km/s dV (based on
http://en.wikipedia.org/wiki/Delta-v_budget).
5. What ISP are we talking about? Since they published total mass of 600kg, fuel/oxidizer mass 450kg, payload mass of 60kg that gives ISP around 280s. That is feasible with pressure-fed design with just a few bars of pressure and rather small expansion ratio.
This lander could really enable a lot of small scale missions to the moon, unlike anything that was tried before.