The OX isn't cheap, but you have to think about what's it's replacing (and what that's worth to you).
To put things into perspective, a single Royer R121 is about the price of the OX.
Considering you get a *reactive* load box (not static), dynamic speaker models (not static like an IR), multiple good sounding mics (including room mics), an attenuator, and quality DSP (EQ/Dynamics/Delay/Mod/Reverb)... I don't think the price is out of line.
The OX is a complete (silent) guitar recording front-end.
Those who don't have ideal physical space (for proper room ambience), those who don't have space for multiple guitar cabs, those who don't have an extensive collection of mics (not to mention quality preamps); For these folks, the OX is a good sounding, super convenient solution.
FWIW, The dynamic cab modeling sounds more lively than using IRs.
IMO, UA rushed OX to market a little early.
No support for Windows or Android was short-sighted.
Though UA have been tight-lipped about OX's future, I can't image OX not eventually supporting Windows .
Looking at UA's track record, they ultimately supported Thunderbolt on PC with their Apollo series.
Too large a market-share to leave abandoned...