Price is probably going to be higher than that, in my estimation... however, I'm not convinced that is what it will be like at all... I still have an issue with how their microphone array will work on something that is not at least hexagonal or similar or round in construction (Cylinder has it's advantages)...
If they make one that looks like the image shown... there will be some caveats, I think, as to what it is used for or how it will respond compared to other cylinder Echo products... I don't even understand how that Fashion Camera one is going to have success with the shape, however it is tall and "roundish" I suppose... maybe they have something figured out that I can't see. I have read articles discussing the licensing of Amazon's software and microphone array and filtering to be used on other brand items... Microsoft and oddly enough, Klipsch I believe were the first two I read about applying to be allowed use of it... There's a little speculation on whether it is costly or just going to allow faster proliferation of Amazon's product for now...