I was somewhat surprised by the cost. They mention current LED bulb prices around $100 and are driving it towards $20-$25. Which ones are they talking about? I found some on Amazon for $5-$10.
Maybe it's not the right kind of white light. I know that LEDs have pretty low spread (they only cover 10's of nm in wavelength) and in order to assemble a good white light you have to have the right number and intensity of LEDs to produce the consumer-friendly color.