The Solidoodle's price is a little higher than some other printers available, but you get an assembled printer rather than a kit which takes a little technical competence to assemble. The price is low enough that you can modify it to be comparable to the nicer printers and still be cheaper. You can take an SD3, change the Z axis to a M5 rod and flexible coupler, print Lawsy's carriage with linear bearings, add dual bowden-driven hotends, enclosure and and LCD and still be nowhere close to the $2800 you would pay for a Replicator 2X.
It's cheaper because you bought an assembled base, and then took a kit approach to the added quality and capabilities. If you want all of those things preassembled then you can pay $2k+. Keep in mind that the banner for the Makerbot Replicator 2X still says "Patience, know-how, and a sense of adventure required", and that is the supposed to be the most turn-key ABS capable printer on the market. If you really want turn-key and pro support you can get a Cube, if you don't mind getting locked into filament that costs $156/kg.
There isn't really any reason for Solidoodle to go higher priced, higher quality. There are plenty of printers already in that space, but hardly anything on the low end that isn't a kit. Any competitors will have a lot of catching up to do to match them in price and volume of production.