Maybe some people will disagree but I can't see any real reason why parents would want to send their DC to this school. Does this school offer something different? The answer is no! There many better and established independents and I can't see what benefits this school offered other than reduced fees. I for one, would advice parents that they pay a bit more for a decent independent or choose a decent state school and save the fees.
I can imagine the school has done its research and know there is a market.
I reckon that there are plenty of people who feel that they do not have much choice in which state school they can get a place at and may not be happy with what is offered there. Not all will be able to afford the fees for other indies and this may give people another route to consider.