"As much as the market can bear" is not usually the price-point that maximizes profit. For the first couple of years at least, you want the price-point being low enough that your product gains high demand. It is better to make $100 per unit on a hundred million units than $10,000 per unit on a few thousand units.
If it were me, I'd price the e-cat at a price point where it becomes very worth-while to convert existing coal-fired power plants to e-cat, with a discount to the first dozen customers. You KNOW there will be glitches in the first years, and it will take some time to get them operating reliably, and you want your initial customers to still make money even in the face of glitches and breakdowns.
FR mail incoming.