The $99 price will probably be a temporary thing. He saw the Filco's going up on Amazon, realized he needs to compete on price now (as opposed to being the sole distributor) and dropped his price to a level where even with shipping it will be cheaper than buying off Amazon (prime and super saver are your friends).
All things considered, I think the price difference on the PRE-ORDER tenkeylesses alone will be about $15-$20 in favor of the Leopolds, but only time will tell if that will be their standard price.
Like I said before, he might have to stay at that price to stay competitive, but it does seem awfully cheap, considering the cheapest I've heard of a Leopold board being is $105 US
Actually 99 has been the plan for many months, there were no knee jerk realizations;) In my mind that is a fair retail price point for imported "made in Taiwan" mech boards of this quality, with 1-2 middlemen, at this point in time. FILCOs are way overpriced because Diatec, quite frankly, over charges distributors. They buy in dollars, then resell in JPY at a very large margin, distributors are left very little room to move with the strengthening JPY and new competition. Das Keyboard retail is overpriced as well, but for the purpose of distribution and edu discounts, so they survive on their brand name it seems, for the time being.
Bottom line, anyone importing FILCOs into the US will not be able to compete on price. I told Diatec this almost a year and a half ago, this is why I filtered/tested their boards exhaustively in order to build the "value" proposition of the brand name; this is why I recommended the switch to FR-4, this is why I recommended greasing stablizers, key coating improvements, keycap changes, controller improvements, circuit improvements, eye-safe LED biasing, and many other issues which they have no taste for and resisted me on (because they have no engineers and no designers). It didn't help that they got greedy and overextended themselves internationally, but I digress...in any case it's nice they're seeing the light finally, but their margin is still a bit of an insult to distributors, and the RK-9000 is an embarrassment to their business savvy.