I guess the thinking is that if the price is that high, they don't have to sell so many to make money.
I wonder if you could specify the guts, since I think the main cost is in the packaging. So you could have a MacBook Pro motherboard and hook it in and run MacOS X.
Unfortunately, this doesn't look like a viable concept. I looked at the pictures and it looked sleek but a little cheesy. If I'd been asked for the price I would have said about $2,000, the same as the Acer Ferrari or Lamborgini laptops. Even with quality jewelry integrated with the case I'd think $10k would be a more realistic price (and then I think it might actually find a market).
If you buy a Bugatti Veyron, a million dollar car, even the most casual spectator knows you're driving something special and expensive.
If you're buying this, well, I don't think anyone would notice, and just dragging it through airport security would be a terrible risk.
The 128gb flash memory for the hard disk is pretty cool, though. That does up the price although by a few thousand not a million.
D