[1] TI's budgetary pricing for one such module--the CC3000--is about $10: http://www.ti.com/product/cc3000
[2] http://en.wikipedia.org/wiki/Title_47_CFR_Part_15#C_-_Intent...
But I can definitely see how the regulatory overhead would be a big deal, and it seems like that regulation also makes other aspects of integration more bureaucratic. Like I bet a bunch of these chips could be used inappropriately (e.g., to emit stronger signals than are allowed) and they are using NDAs and such as an alternative to other security measures. In a sense USB wireless standards are the one interface/security layer that is well enough spec'd that it is easy to integrate.
* Admittedly, that $10 is budgetary pricing and would probably come down with negotiation (and there might be cheaper low-volume options--that's just one I knew of offhand). But that's likely still the order of magnitude for the quantities of the Rex.