I've seen a lot of pretty nice builds that were in the low to mid 5 figures, but those are generally conversions done by an owner rather than a shop and aren't starting with a brand new vehicle.
I doubt most DIYers are buying a new vehicles to convert. This will probably be sold directly to professional converters.
They mention a 3.5 inch lift, and some 30 inch tires. That's all I can find. Can't find a single other thing that makes this "off road" worthy other than a bunch of useless black cladding.
This is probably as beefed up as an AWD Rav4 is vs a FWD Rav4.