This does not seem excessive, the user ends up paying for it in the end anyway and if the consumer wanted a Genesi branded amiga I am sure they would pay for it.
In a marketplace where software that sells a 1,000 units is considered making a killing, a $100,000 up front license cost is quite excessive. That plus a $20 per unit license and the cost of AOS 4 itself?
If Amiga Inc. had any sort of weight to throw behind AOS, it might be different.. But I don't see any signs they're doing anything other than expecting people to come to them.
Considering the presence Genesi has had at the various shows, it would be of benefit to both Amiga Inc AND Hyperion to cut them some slack with regards to the licensing. Genesi could set up a few machines showing AOS and without doing jack all give their product greater visability. (The only comapny that wouldn't benefit from this would be Eyetech.. Genesi has no need to show off another companies hardware.)