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This seems awfully similar to the Stir Kinetic Desk [1], except the Stir desk is selling at ~$4k.

Anyone know what accounts for the huge price difference between these two?

Touchscreen controls + reference to Apple on the home page. They're targeting an audience who won't mind spending the extra money as long as it's for the 'coolest' thing.

I do like the built in power system.

Did you watch both videos? The Stir desk has a touch screen with built in computer for tracking and displaying standing habits over time. It also seems better designed.

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