[leoedin]

It's expensive because the economies of building electronics are weird. As they said in their announcement, a big challenge is getting a display which is guaranteed to be available for a long period of time. That means not buying the bleeding edge, but something designed for lower volume markets. If you want something that's available for a long time, the likelihood is that it's already been available for a while. If you want the bleeding edge, it means they'll stop making it and start making the new bleeding edge in 18 months (with subtly different connectors, sizes, drivers etc)

The vast majority of the cost of this display is driven by factors unrelated to the technology level. Labour to build it, logistical costs, EMC qualification etc. That's the case for almost all cheap consumer electronics.