I think this and some other medium format sites have always been Phase and now Phase/Leaf Centric.
I think part of that is it seems Phase had a larger market share from the get go and for a small company does a good job of aggressively marketing to the forums principles and getting them on board early.
Now as with any advertising it takes more than marketing. I believe today Hasselblad has equaled Phase, maybe even surpassed in some ways, but I know on the day i bought my P30+, Hasselblad had nothing to match it. They eventually caught up and they have by most accounts the most popular and superior camera to the other mfd makers, but in backs, for a long time they were a few steps behind.
Once again, I believe it is a equal playing field today.
In regards to the Luna, well . . . I don't know what to say about that. It's not on my radar but wasn't made for me though you must admit with the rough version of the prototypes and over aggressive bling, it looks more directed to the Russian Oil company executive rather than the semi serious enthusiast.
In regards to the 24mm lens, I'm with you, I don't care if the final image looks good from software corrections or lens design, I just want it to look good.
Time will tell.