Whether the pricing is justified or not is going to depend all on the keycaps they come with.
When people see the RF 87U/HHKB Pro $200+ prices, they scoff at them, without realizing they come with dye-sub PBT caps, which sell for $100 separately for MX switches. That's when you realize nearly half the price going into a RF/HHKB Pro board is for the dye-sub PBTs they come with, and that's when you realize they're not as much of a rip-off as most people say they are (a Filco MX board, plus a set of dye-sub PBTs will cost around $250).
So... will the Novatouch come with dye-sub PBTs? If so, the price is justified (IMO). If they come with the usual OEM ABT caps, however, yea... I'd agree the supposed $200+ price-tag is a rip-off.