For such a small outfit it certainly is getting a lot of publicity .... mainly to show another crack in the SSPX fortress. But it is like any other initiative that is driven to wearing traditional garb in order to entrap a few rich widows and their funds. We have seen elsewhere how a handful of such priests can raise millions in a short time, purchase extensive property, print out fancy brochures and formulate an exotic apostolate. This particular enterprise was done by climbing onto the SSPX bandwagon but like so many others has seen certain advantages in switiching over to the Ecclesia Dei brand for Roman and worldly recognition especially if it can be given enough independence for it to continue its operations.
From a money perspective, it could be that their support was starting to taper off,
and by going NewAge, they could be eligible for crossover status, which carries a
certain appeal, and perhaps with the right spin, could cash in on a wider market.
So the lure of the lucre might be the whole point of this.
It ought to be a warning sign for any trads looking for a good cause. You're much
better off to go with Our Lady of Mount Carmel Church in Boston, Kentucky.