lol if they were just after the market then they'd be more successful if they ditched the profit, match specs to decency and price it at the lowest possible, sub $500 would make a hotcake sale(just look at google's nexus!).
for example 32GB-storage with SDXC support of up to 1TB would make the 128GB storage goal null with the result of less manufacturing cost.
theres a ton of things that could've been done to make the asking price lower, they just aren't trying.
edit: the fact that they dropped price recently means they did have the room for price decrease, i'm sure they have more.