You know, all this complaining about the price is unnecessary. You can just vote with your BTC's. Then when he starts taking a loss because he's not selling enough, the price falls.
This, I guess I don't understand all the outrage. If the price is too high, they won't sell any and will be forced to lower it. Seriously doubt that will be the case, though, seem to be plenty of people out there who have no problem buying ASICs even with questionable ROI. And price seems to be competitive with other current and upcoming offerings.You don't take into account us who have already paid these people money to make Avalon chip based miners and now are forced to take a 30% loss in converting our old orders to these new boards. Add to that the insane pricing of these new boards, and it starts to look very bad very soon. We don't even get any compensation in the first wave pricing.
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Pricing isn't based manufacturing costs, it's based on how much people are willing to pay. Charging the maximum the market will bear isn't greed, it's just smart business. They'd be idiots to give their product away for less than they could get out of it.
What is idiotic is comments like this. You don't know how much the network hashrate grows in the coming months, and pricing your product so high the miners won't even ROI if the growth is just slightly higher than pessimistic estimates is just plain greedy - offloading the risk to miners. Besides, if every manufacturer followed your advice of not selling to "the public", you'd just get centralization of the network hashpower - the exact opposite that Bitcoin is supposed to achieve.
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On the bright side for those who want it cheaper, with difficulty increasing as fast as it is, probably won't have to wait long at all before it's available for 470 or even less. 
... and at that point these boards are even less worth the hassle. Seriously, just use your brain and think before posting...