The price is per unit and yes seems cheap. However, if a major player had blocked 500-1000 units for them self maybe they paid half of that.
The rumor prior to release last year was a speculated retail of $36,000 each. Only time will tell as they invited me to come and see the equipment which seems OK. I am lucky to have a lot of friends world wide so I asked one to go there this week. 

Form Factor: 11 U rack mountable (mounting ears provided)

Network: Single 10/100 Ethernet port

Fans: 6 X 120 mm