Researchers have invented a prototype new form of high-performance air purifier that promises zero harmful waste and is 99.999% efficient in removing common bacteria and viruses::New purifier and filtering foam invented by University of Bath engineers is ready for commercialisation, seeking partners
You could be right, because of this bit:
HEPA is patent-free so can be extremely cheap.
On the other hand, the fact that it can filter out VOCs without needing a separate carbon filter is good and if it reduces maintenance some companies could find them worthwhile.