I VERY nearly replied to this thread (and did comment on the Ars Technica article on the Das III Pro) that that IS overpriced for what you get.
I used to think the same thing, until I actually got my hands on a blue cherry board - these switches rock! There's just not a board out there that's available in the US, except for the Scorpius M10, and you can read my less than fortunate experience with one of those here in the forum.
If I'm still on time to get one for $99 after I get a refund for the Scorpius, I will definitely get it and feel it's worth it. But there's no denying there's a bit of hype and marketing involved in the Das price tag.