The second thing is low margin. When people are pricing hardware, they usually plan a 50% to 100% margin to offset various costs that happen in the real world. From what I've heard, in extreme cases, some products cost around $100 while they are being sold at close to $1000. I believe in the Prusa printer approach: you design a good product and price it a little bit above cost. So the company grows with the community.
Deep down, there are so many times that I wish I could afford a fancy tool like a Milwaukee drill or a Mitutoyo caliper. And in extreme cases, I really wish I could have a HAAS UMC-400 or even a KERN Micro HD+. Now that I can set the price, I really wish I could make someone get what they want without breaking their bank.