I think it's important to remember this is a reference design not an actual product. So when they say $199 they're presenting a low ball figure to attract comp

I think it's important to remember this is a reference design not an actual product. So when they say $199 they're presenting a low ball figure to attract companies to manufacture the actual devices. I sincerely doubt they're factoring stuff like marketing and administrative costs into that estimate. CES is full of stories where some no-name manufacturer shows off a reference design promising the world only to have it never materialize as an actual product. I spent a good size chunk of my young life waiting for this: http://en.wikipedia.org/wiki/Glaze3D http://en.wikipedia.org/wiki/Glaze3D