I don't think there are any new 3/4 or 1 ton diesel trucks that can be had for less than $60k. So, $20 - $30k for this kit, under "ideal" circumstances. A nice 12V[0] Cummins rebuild can be had for $10k, plus figure another $2,500 to install.
So, your engine blows up and you decide you want to either replace it with one of these kits for $30k or a get a nice rebuild for say $13k. Over the life of a light duty diesel engine (which to continue with our 12V Cummins example might be 750k - 1m miles,) @ 15 MPG, 30% fuel savings amounts to around 20,000 gallons of diesel fuel, which at $5/gallon is a $100,000 savings.
If you believe these kits will be as reliable and long-lasting as a diesel engine, they might make good enough economic sense to increase the...not large... number of diesel pickup owners looking to go electric.
0 - A "12V Cummins" is a 5.9L 12 valve diesel engine made by Cummins. They were used in Ram 2500/3500 pickup trucks between 1989 and 1998, and along with the Ford 7.3L Power Stroke would be a potentially popular target for the kit discussed in the article.