Well, seems they might make margin on accessory and postage etc, however, the math seems pretty clear -- they /can't/ sell it at $9 and break even, so there has to be a trick...

Personally, I'd rather give my money to guys like Olimex anyway -- a notch more expensive, however these guys are /spotless/ at making everything as open as they can, and in fact, they probably 'suffer' for it as many companies seem to use their (open) designs commercially...