Yes the price is the kicker. This is the first affordable L2 capable GPS module and someone as big as them will certainly turn the market around.
There is nothing inherently expensive about being L2 capable, its just that everyone kept selling them for a few grand. Its a similar thing as is happening with thermal cameras. Yes the sensors in these cameras have been very difficult to manufacture, but after so many years of development they improved the manufacturing process a lot, allowing them to get good yields and produce bigger sensors. Yet few manufacturers make these sensors and they all keep selling them for half a grand and up (For anything with nice resolution).