Actually, I input the BOM file from their GitHub to DigiKey and it adds up to $42 for all components without the ASIC. PCBs are cheap and machines solder for you. Even if you splurge on a Noctua fan, the BOM will come out to maybe $70. You don't have to design anything because all the manufacturing files are open source.
As a point of reference, for one of the companies I consult for, they do their own custom hardware for industrial automation.
The BOM of that board is about $70. The landed price in the US (after PCB manufacture, Assembly, Shipping, and Import Fees) is $130. These are done in quantities of 100-200 per run....if they do a "prototyping run" of 10 boards, the cost comes in at about $240 per board.
I'd be willing to bet its very difficult to do a single board for less than say $250 once every thing is added up.
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Usually the original designer makes them and sells them to resellers. Who knows for how much. That's a hidden cost.
But, as it is open hardware, you can of course just build it yourself for cheaper.
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