It's absurdly expensive, even more so the modules. Looking at the BT module, the BLE112 can be purchased for $15 in quantities of 1. So you pay $35 for a small PCB, some pin headers and probably a wrapper around a UART.
Add the WEEE regulation (valuable resource recycling) to the mess and you're out a couple thousand bucks if you do everything by the books.
As soon as I start to selling them for money in the EU, I am the importer and thus need to provide CE certification, R&TTE inspection, WEEE trash register, etc pp.
Still interesting all the same, if they can get the cost down it would open the micro controller world up to a completely new group of people.