My 2 cents.
I think it's pretty easy to look at the costs of the parts for audio equipment, and complain about the markup.
So, if you can build it DIY for much cheaper, go ahead and build yourself one, or if you can get someone to build one for you, then go for it.
To build one to produce, then you have engineering and development costs, overhead, etc to cover. At 10K each, you're not selling a ton of these, so you have to amortize your engineering costs over fewer units.
I would hazard to guess if you look at other high end audio products, you'll find a larger ratio of material cost to product cost. In a digital amp like this, there is probably less engineering cost for the amp manufacturer since a lot of the engineering went into the NC1200 modules, which are embedded in the module cost.
Randy