XBee it's already at an $30 and $15 price point, I think to 'disrupt' you would need to be profitable at a -10x price point. This is my opinion. I'm usually wrong. But you asked.
Looks like maybe they do already for $40 if you combine a base and LORA unit -
That's either insightful, or sad... and I can relate.
I am impressed with the XBee series 3 modules that I've bought. Digi is 100% behind the product. The documentation is great. The engineering is of the 'we're go to the Moon' era not 'move fast and break things' crap the perforates startups. I'm very impressed so they're a tough entrenched to beat.