You're right, their strategy might be based not so much on differentiating specs but on sticker price.I think the problem for them will be finding something that really out performs or out prices or has much better proven reliability than the Varg. If they are just equivalent many customers will be wary of being a test guinea pig all over again as a lot of that has been done for the Varg at this point. Personally I waited for the Varg since I don't have a lot of disposable income to lose
Not all markets are growing either the US market with tariffs and general disinterest in motorcycles probably won't have the growth once hoped for.
And then I can imagine that the real war between manufacturers will be about software, algorithm, ease of use and tuning (once the gold run about better cells and higher capacity calms down, even though they'll mostly use commercial cells anyway).
About reliability, I'm sure that would be a big factor driving sales for the big OEMs (Yamaha, Honda, KTM...) whenever they release their first competitive electric bike.