I've been pretty sceptical of 3DR's attempt to displace DJI, but there are 2 critical features here that might see them really take a good chunk of the market. The first is the integrated HD link, and the second is camera control of a third party camera.
DJI has locked people into their cameras even more with the Phantom 3, because they're pretty confident that they can produce something better than the GoPro 4, and they might be right, but action cams like theirs have terrible sensors, which means bad low light performance, bad stills and bad computer vision. These are 3 critical areas where a UAV that competes with the Phantom can take territory from them.
And if they can simply plug their new camera onto their existing platform, download some scripts or some firmware update and start shooting, then they're going to be much happier.