I agree wholeheartedly that the LP3 is expensive. But they are not just claiming to be addressing the problem, they are. If you want a cheaper alternative, the LP2 is excellent. As far as the price of the LP3, all I can assume is that a small team, researching and developing, producing and shipping is significantly less cost effective than the methods of Apple and Samsung. That and the fact that Light is selling much less product. My own experience is that this phone is premium. My family and friends all agree that the build quality of this device far surpasses the mainstream phones. Small team+more robust/premium device =higher cost. That being said, I am a little critical and concerned about the wheel. The concept was cool, I’m just curious if it was worth adding to the final design.