IMHO, calling it cheap is very exaggerated. It is already expensive at $109.99 compared to the simplicity of the product and the low cost of production and research. At $600, it was insane.
And at this rate it only takes a couple more iterations of competition until the thing is almost free.
Excellent, I say.
Given the $600 of the original, I'd say $109 is cheap.
The prescription you get for adrenaline is actually for the autoinjector mechanism, which is significantly cheaper to develop and test than a pacemaker, so I'd bet the numbers are at most 5 years/$50 million.
[1] http://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfpma/pma....
One could argue it's more expensive than just a medical device.
It's cheap and widely available (US retail prices seem to be on the order of $1 per dose. Retail.).
It's not like they could buy a 100 kg of epinephrine, dissolve it up and just fill syringes with it.