Because they're a small company producing a niche product, so the scale they produce on is way smaller too. They also don't have a huge B2B branch to cover their other costs with, like HP, for example.

And it is actually sometimes more expensive to make something modular than not, just in manpower and testing alone, not even considering RnD and manufacturing. Also, they make less money in repairs or new devices, if the users can just easily repair the device themselves.

So unless they manage to stay in the business for a while and grow their customer base by quite a big amount, their prices will most likely stay the same. Personally I think that they're on a good path to getting there eventually.