They're getting in at a good time. It's estimated that there will be between 10 - 15k VLJs (Very Light Jets) operating in the US by 2015.
They claim a 40% better economy then conventional VLJs and are partnered with GE. I wonder how it does when viewing highway miles vs. in town. This could be another Prius.
FWIW, the HondaJet is very expensive when viewed against comparables:
http://www.eclipseaviation.com/files/pdf/Economics.pdf