Well, he bought it. Got the last one at Bass Pro for just under 2k.
Apparently they brought in 50 units for the session. I've got bought 1 and can't back for another 2 - rents them by the hour to ice fish in SK.
I agree this is getting a little crazy - but I guess you still have to be able to catch em. Looking forward to seeing how it does in person, I usually go out with him later in April. Will report back.