Preorder prices were actually between $150 and $200 depending on when you caught it. I got a couple at $150 and bought a couple more after I got the first two and verified how it worked for me.
Expressing my own opinion here - we've all got one and I don't want to argue it, but I think the price is a steal. It's not a regular cherry keyboard with existing production lines, it's a wholly new design and an ergo keyboard. Its direct competitors are Maltron and Kinesis, both north of $300 which I think is way too much. Three hundred for a specialty keyboard sure, but $360 for the Kenisis was a tough one (I only get the Pro because of long term issues with the plastic (just gets dirty) I've seen from the cheaper ones), and I couldn't buy a Maltron (well if the case was a little more attractive I would have). Heck, now I'm considering buying a few $400 ErgoDox's so maybe I'm a fool ... anyhow in that company the intro price is a steal. But to people who have to be on the computer (like, to put food on the table, as in me) and who have ergo issues (again me), spending a few hundred is a NO BRAINER. And frankly this keyboard lives up to it, I've heard all positive so far with one negative. I'm married to mine already, I don't mind using the old Kinesis but I hate using anything else.
Sure the Shift key, you can remap in any number of programs now (I've verified that on Mac and Win) and I have zero doubt the reprogramming FW will be available (no bets on how soon). Anyhow if it is just one guy and his wife their overhead is low, I expect they'll do just fine.
My 2 cents, don't get hairy on me.
WhiteFireDragon - I think the keycaps are special. I did ask her once (Michelle?) if they'll sell keycap sets and she indicated they would be.