It's about $800 more than a new softopper around here and I can get a used ARE for $1,500-$1,800 all day.
I'm more attached to my money than most people, I'll admit. I just get frustrated with this one specifically because it's a product that is awesome and I would love one, it fits perfectly into the niche of a topper that you only use for 4-6 weeks out of the year, stores away nice and tidy, easy to take off and put on, will probably last a long time because you only use it seasonally, but then it's priced like something you use every day.
The first time I saw it I thought for sure it would be under $800 and I still can't see why it's well over double that (and I know what PVC coated nylon costs which makes it even more confusing).