I agree that $2300 is a steep price for an experiment but I'm not sure you would want to base your price on the cost of production - why is that any better than any other arbitrary price?
Doesn't that depend on how big of a loss they are willing to take? Say they started selling to developers for $1000 with the promise that the price to consumers would be $99 six months from now. I think that would ignite a lot of development.
This would be really sensible especially giving the funding they've been floated - that said maybe their debtors are coming home to roost and they've been given pressure to avoid setting any more money on fire.