It is. The Falcon 9, of which there have been hundreds of launches already, costs $60 Million per launch. And somehow Musk thinks he can make a rocket that is 10 times bigger 30 times cheaper? Wishful thinking. Best case imho is that they take the launch cost down to about 200M-ish over the next 15 years. That's a cost of $1000/kg and sounds about right to me.