Its a dev board; not really something you'd use in production. Its a small run of reference hardware for devs to get started on; by the time its ready for release OEM's will have much more affordable kit for end users to buy.
That's my point of comparison. Best case, if Seattle can be slightly faster than Avoton with better I/O and the customers get high on ARM hype, AMD could charge at most the same price as Avoton. Most likely it will be cheaper.
Maybe for like... $1000... AMD would have a solid offering. But $3000 for this? Really?