Well, the $599 price is close to double their &quot;ballpark price&quot; of $350.  It also comes just days after they announced they&#x27;re giving away ~7,000 free Rift units as a special thank-you to those who Kickstarted the devkits.<p>Right now they have a serious expectation management problem with their price - they&#x27;re turning off customers because they nearly doubled their asking price overnight.  Those free units would translate into a sizeable discount for their paying retail customers, so I argue that the problem here is both real and self-inflicted.