Nice find! Indeed seems to be a rebranded Boox Max. Icarus used to do that, but I read that they have parted ways some months ago. Obviously they think there is room for a third player in this niche market - and actually, they may be right. The GoodEreader campaign has issues, and Onyx seems to have a distribution problem. Their U.S. distributor has exactly 0 models in stock:
https://onyxboox.squarespace.com/ebookreaders