Why do they have to be so secretive of their pricing?! Why can't I see the price now so I can consider if it's worth it or not?
Just announcing the price without details of what you're getting for it is just going to make a bunch of forums and subreddits very angry in the way only gaming communities can get really angry.
If they haven't released the price, it's more likely because FB wants to throw some serious money behind the marketing push. Which either means they were going to anyway, or the price is going to shock people.
It's likely that there are substantial differences between the product and the DK2, or even what's been discussed in previous interviews/previews, so it makes sense to not talk too much about the product until they're in a position to present it properly (e.g., a big keynote followed by journalist demos).
And yeah, it's going to be expensive - the fact that they've said as much in previous interviews means they've already been trying to soften the ground for the revelation. It's almost certainly going to be more expensive than the DK1/DK2.
I wouldn't be surprised if they announce the price before that timer goes away, just to get another round of press.
[0] Stuff like this is outlined in "Trust Me, I'm Lying" - http://www.amazon.com/Trust-Me-Lying-Confessions-Manipulator...
If I had to pull a figure out of the air: $425.
[0] http://www.roadtovr.com/oculus-founder-palmer-luckey-explain...