I seriously doubt anybody will ever actually buy an ICON box. No serious mechanic is going to want to show off his brand new ICON box full of snap-on tools - way too much pride out there to do that, especially when every other mechanic will have a Snap-on, Matco, or other truck brand box.
As far as the ICON tools go, there’s just not enough stuff being made to make it a premium tool alternative/replacement offering yet. Maybe in 3-5 years they can take a run at it. For now, all they can do is compare the chrome and performance to Snap-on but I seriously doubt anybody is going to start selling their Snap-on tools so they can replace them with ICON.
They definitely have a market for these tools though. Someone that wants nice looking tools (and who assumes they must be of great quality because of the good liking chrome and price point) will think that these are a premium product.
The problem is simply with HF itself. It’s a brand that’s known simply for what it is. Yes they offer lifetime warranties on all of their hand tools but most folks know exactly what they’re buying - and it isn’t quality tools AND that’s fine. Now HF is trying to market this “upscale” line of ICON tools, since they know that many folks (even professional mechanics) shop there. If this was 15-20 years ago and it was SEARS doing this, the general public would be all excited and welcome these tools. Now they have to literally give these ICON boxes away in hopes that someone will be influenced by their favorite YouTuber. However I doubt anybody will spend thousands of dollars on a box that just doesn’t merit its price point, especially when there’s plenty of lightly used truck brand boxes always available with a much more perceived and recognized value.