The price is not suprising considering what you get. The product appears to be very well manufactured (it has to be in order to cool effectively), and you also get a silent 400W power supply. Those cooling products are not inexpensive either. Fans are very cheap (at least the standard ones on most cases are). Heat pipes and elaborate heatsinks are not.

Personally, I don't need to spend that much money for a noise level that's acceptable to me. I've purchased a Zalman CPU HS/F, and that alone cut the noise level in my machine by half (of course, the other fan was defective, or the ball bearings were a bit off). Their VGA cooler (with fan) lowered the noise level even further, and doubles as something cool to see through the window. They make great products.