In capability it appears to basically be a "flat eggbot" and an eggbot costs $200. I bought one on sale back in '11 and have been inking a new personalized christmas ornament with it every season since then (more or less).
As a tool, its hourly cost has gotten pretty low compared to other toys. If I could find a similar recreational activity for this device, I'm just saying past experience shows that something similar ends up as a reasonable financial deal.
I agree that it may in fact be reasonable to pay $150 ( perhaps even $200 ) for such a thing. The real cost is much higher due to a need to solder components. This is an especial blocker for people with no soldering experience.
Really, the whole thing would make sense if it had a full cost breakdown to make a single one of them, getting the parts mostly from one location, rather than a random mix, many requiring a minimum purchase of X of them, instead of one.
It's a really cool project, it is just unclear exactly how much effort and money it would cost to make one of these. ( and what tools would be needed )
As a tool, its hourly cost has gotten pretty low compared to other toys. If I could find a similar recreational activity for this device, I'm just saying past experience shows that something similar ends up as a reasonable financial deal.