Of course it's extremely expensive.
That's due to scale. They're probably not trying to make A LOT OF money on margins.
What really surprises me is how the hell those guys manage to get finance for a project like this?
Investing money to produce a new machine, different from all the mainstream architectures, in order to run a semi-hobbyist/not complete Operating System that just ~0.0005% of the potential computer buyers could at least understand what it is, and, OH, it would cost more than a brand new quad core i7 17" macbook pro?
Where the heck those guys took the money from? They really expect some return over their investments?