I find that really hard to believe. A new roof runs between 5-10k, and a 3kw solar system can be had for ~5k + labor. Even if they are including a power wall in that price it's still pretty steep.
Edit: It looks like they are actually quoting a 10kw system with 3 power walls (~40kwH storage) included, which at that point sounds about right at $40k. Still far beyond the reach of anyone but the wealthy, but not necessarily a bad deal if you're in the market.