As there's no comparison that building your own setup will definitely be the most cost efficient and overall significantly cheaper way to go, some (myself included) might be seeking a complete turnkey solution in lieu of piecing everything together. I agree though, the $1,800.00 price point was definitely higher then everyone expected... especially without a chiller. Unfortunately there's only a few 240v options out there to compare:
CH - 10G w/EBS 240v Panel & Element - $1,414.00
HG – 240V w/SSbt 15Gal. & TD5 Pump - $1,135.00 (No Chiller / Nylon Bag)
BB - 15G 240v COFI - $1,620.00 (No Chiller)
UniBrau – 10G 240V w/ETC+SV240 - $1,569.00
Blichmann – 10G Brew Easy W/Plate Chiller & Butterfly Whirlpool - $2,554.00
Personally, I've been waiting since February to invest my $ on the SSBrewtech eBIAB system, but that was a complete disappointment. No basket, and we still don't even have pricing on the EKettles yet. However, with a $599.00 Controller, and EKettle "Priced similarly to our current offerings" Will probably still put you right around the $900.00 - $1,000.00 before pump, basket, chiller, fittings, etc.
Since it's an introductory kit, and brand new to the market, I'd love to see GBT possibly offer an "Early Bird" Backer or Pre-Order discount. Would definitely help garner & persuade those still on the fence or apprehensive at the current price tag.