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Of course a device like this can be built for 10% of the price tag, or maybe for $0 if you already have the spare parts lying around, and just enjoy writing Arduino firmware sometimes. But for a less techy customer this thing makes total sense, and for a corporate customer it seems to have the full package for a hassle-free deployment somewhere in a sales department.
BOM is always a very minor part of such projects, say, 5%; the major cost is electronic / mechanical / software engineering, then marketing (including the very good web site) and sales, production and shipping, etc.