I did notice the different usage directions (mainly two safety caps with the generic vs one for the EpiPen) but never thought that the FDA considered them to not be equivalents. At least I made sure to carefully read the administration instructions and have trained with dummy, training auto-injectors and expired, real auto-injectors!
Looks like the differences are: extra safety cap and Epipen brand has an auto-retracting needle.
Then undercut your competition by over 60%. I hope they do well. If more generic manufacturers get in on this or the patent expires we might see this go down to a more reasonable <$50 price, but this is definitely a step in the right direction.
http://www.childrenwithdiabetes.com/d_0n_022.htm
We're literally talking about $1 worth of epinephrine, a $0.50 syringe, and a couple cents worth of injection molded plastic case...
New York State is actually in the process of transitioning EMTs from EpiPens to vial/syringe kits.
Just to ground the situation, the kindergarten teachers at my daughters place are already freaked out from the thought of having to administer an epipen. I can't even start to imagine how they would handle a syringe and a bottle.