The article misses the point. The purpose of the high resolution sensing is not positional control. It's for force feedback. Here's the spec page for the robot, with more info.[2] (But too much hype. Seeing "In the loop, On the loop, Out of loop, Big Data Roadmap" on a data sheet makes me think "phony".)
Also, it's not $2,999. It's $4,888 for the base kit, and $9,800 complete and assembled. You don't have a usable robotics system at that point - you need another computer to control it. The FPGA is just motor control. Still, that's better pricing than Universal Robotics, which starts around $35K for a mechanically comparable system.
There's no reason these things should cost more than many cars. They're not that complicated. It's mostly volumes being low. That problem took down Rethink Robotics. I have a $400 3-axis uArm on my desk. This is a low end robot with RC servo grade motors. I built a six-axis force feedback end effector out of a Space Navigator for it. Controlled by ROS. The functionality is there; the precision and useful life are not.
[1] https://www.mouser.com/new/broadcom/avagoAEAT9000/ [2] http://hdrobotic.com/tech-hub/