Not too bad if you have any remotely serious plans of developing for it.
Personally, I'll be waiting for the second generation public release before seeing how my badly unbalanced far-sighted vision handles the experience. I'm happy to give them plenty of time to sort out all the little problems and upgrade the hardware.
I'm in the UK and I had to pay $35 shipping and $77 Tax, bringing my total order to $462 or about £277.89.
I only have a hobbyist/tinkerers interest in developing for anything for this, but I figure that (in my opinion) the Rift is the most exciting piece of technology out right now and I'd love to have a play about and see what I could achieve with it.
Also, I've never even so much as tried any VR before, so I reckon the price is cheap for the chance to experience it and see what it's all about. It might be a total let down - and I'm ready for that, but at < £300 I figure it's worth a punt.
Personally, I'll be waiting for the second generation public release before seeing how my badly unbalanced far-sighted vision handles the experience. I'm happy to give them plenty of time to sort out all the little problems and upgrade the hardware.