Why is everyone using the with-PC price when talking about the Rift? It's a peripheral, not a console. The target market for this thing already has a gaming ma

Why is everyone using the with-PC price when talking about the Rift? It's a peripheral, not a console. The target market for this thing already has a gaming machine. It would be like releasing a really awesome gaming keyboard for $100, and having it characterized as costing $1500 since it implies the use of a powerful PC. Is this bugging anyone else?