Looks like it's targeting the enterprise market.
The dish cost is probably closer to the actual value of the dish. The original dish we bought for $500 I think I read actually cost closer to $3k for them to manufacture (I'm not an expert on this)?
Regular service is $500 for a dish and $99 a month which is a great deal for 50-200mbps at pretty low latency. Particularly if you're in an area where your only other option is geostationary (which sucks and costs a lot).