I've been a little late to this forum but I have a few ideas I haven't seen so far if I'm not mistaken.
One of the first benefits and problems to running a company like MLD, is the incredibly narrow range of consumers. It obviously works for Leica, the camera company that somehow can price its manual heavy telephoto lenses much higher than any of the more "advanced" image stabilized and so on lenses. There are only a select number of people who will by a cuben fiber poncho tarp, but then again the big companies haven't even heard of the poncho tarp or cuben fiber, so you have a very low competition market, where very few products are similar to other companies, and so people buy things on merit rather than spiffy brand names and names for stylized feature sets. MLD offers great affordable ideas, but it obviously needs to be recognized, I myseld never heard of it until I found Backpacking Light.
Try and get your company on the backpacking.com gear searcher. It will blow people's minds when they find out how light it is, and if you combine products, like a tarp + bug bivy option for cheap, you can say that you have a better solution to the double wall tent, by making the useful vestibules of regular tents the main part of the system but still have bug and rain protection at a price competitive to the MSR microzoid and the atrocious Mountain Hardwear Waypoint. If you could get an article with a magazine like Outside or Backpacker, where you "convert" a writer to the light side, and have a trip from the 5 - 8 lb base weight and go down to the 30*s, people will take notice.
From a product point of view, the only real thing people are worried about is safety and warmth. One of the few people I know who know about UL backpacking referred to it as "the coldest night of my life". By offering quality light quilts, COMFY pads, and maybe even ultralight survival or first aid kits and repair kits, either by links to other companies or as products, people would feel a lot better about buying more affordable less durable equipment.