It was requested by one of our biggest US customers because there is no 7x42 roof prism binocular in that price/performance range.
I am also delighted that Opticron are releasing the Disco 7x. I've had a couple of 8x42s and they were very good for the money. Interestingly, for Opticron, they seem to have a good field of view. The increased depth of field that the 7x will bring, combined with a close focus of 1.5m should make these very good bins for butterfly watching as well as birding on dull days.