They seem to be aiming it directly at 3D Coat, with the Quixel Suite. The Indie license is priced similar to 3D Coat's non commercial/edu license. And their commercial license is $389. Right at the same pricepoint 3DC Commercial version is.
But those are the prices with their 30% off pre-order discount. I noticed that MegaScans doesn't appear to be part of the Suite
Quixel Suite 2.0 - 3D painting
in CG & Hardware Discussion
Posted
3D Coat is so much more. Quixel feels more like Substance's baby brother.