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"But for 100% sure they won't start selling with a lower price on their down - why should they? "
Because Irex most likely could afford to. Now a profit margin was calculated into th $650 Euro cost of the device as it is now. What we don't know is what the actual cost of it really is, taking into account manufacturing, R&D, Marketing etc.
Let's say that it really cost $400 Euros to produce. Their B2B partners could cut a deal with Irex to buy it from them for $500 Euros and then sellt hem for $575 Euros. Why would Irex want to sell it to them for cheaper? Distribution. It's the same reason why some computer products cost more buying direct from the manufacturer than buy purchasing them from Newegg or Amazon for example.
Now my figures were just for example purposes as I don't know for certain what Irex's plans are.
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