I'm looking at this thread, and am amazed at how far we've come with DSP. 12k! Wow! If you are using a PC exclusively you can use JRiver, and/or EAPO for EQ, Dirac Live for DSP, and Ekio or Dephonica or rePhase for crossovers including FIR with an almost unlimited number of Taps. And doing all that you'd have something you could use on multiple channels, and you would be hard pressed to spend more than $1k implementing it. For a hardware solution not based on PC obtained matrial, miniDSP has a multichannel solution complete with eARC and its full suite of adjustments in addition to Dirac Live also for around $1k.
So no reason to buy this. Really a relic of the early 2000's when this kind of thing would have been the only magic bullet in town, and worth the entry fee if you could have afforded it back then.
I think I explained earlier in this thread where the DEQX Premate fits in the market.
It is expensive because the cost of engineering and software has to be amortized over a small production run. Not to mention the after sales support that they advertise prominently. They will not only sell you this thing, but they will also help you set it up.
Even though it has similarities to the MiniDSP, it is not the same. MiniDSP has SHARC processors, and is thus limited in processing power and has to use mixed phase filters. The DEQX has more processing power, it has an ARM chip and uses FIR filters. MiniDSP kept costs low by licensing Dirac. For whatever reason, DEQX decided to design their filter software + convolver from the ground up.
I use PC based DSP myself, and I agree with you that it is cheaper and more powerful. I don't think you could put together a PC setup for <$1k as you mention, don't forget the cost of the multichannel DAC, microphone, the computer itself, and the software. But I get your point, it's still cheap. You do lose some niceties though, e.g. no volume knob, no remote control, routing software is a pain, etc. As for software, the free options (REW/RePhase) are probably too difficult for a DSP beginner to use. Software with a lot of automation (e.g. Audiolense, Dirac) costs a lot more, but are still not easy for beginners.
I do think they have priced themselves out of the market. I said as much to Kim Ryrie when I last spoke with him. He's OK with it, he has a certain number of units he wants to move. He said it's a business decision - moving more units means having to employ and train more staff to provide more after sales support. QC becomes difficult to manage. And there are dangers with rapid business growth - a small company is not the same as a large company. So regardless of what you and I think of the pricing, I can understand it from a business point of view.