The cost of Apple TV

Over at the Denver Channel, I found this Business Week write up about the true cost of Apple TV. It offers, they write, no more than a 20% markup in price--far out of line with Apple's other, more profitable products. Is it that Apple is, as I hope, selling the razor (Apple TV) before announcing the blades (either iTunes HD content or video rentals)? Or is Apple just crazy out of their minds with a product that will soon be killed? What do you think, TUAW readers?
This article was originally published on Tuaw.