Agree the price is too steep as others have said.  The issue though, as others have also said, is I think they already have the S7+ made and in their own home farms.  The design looks too easy to replicate based on the S5+.  Which means they are now trying to sneak a poke at early buyers with the high price, before either the market collapses or the difficulty pops due to the increased Hasing power of the network.