Early adopters of any technology are happy to pay a premium price to show off their trendiness to the neighbours. This is an item stuck to your outside wall after all. It's no different to the AULRO members who have the means to buy a brand new Range Rover Sport to park on the front lawn when a well used 2A would get them up the backyard hill just the same.
Anyway, battery costs are falling at around 14% p.a. and if this trend continues by 2021 batteries will cost half of what they do today. Then they will fly off the shelf as fast as they can be made. Early adopters may also take the gamble that the batteries either perform better than expected, or fail within the warranty period and get replaced by shiny new ones. Not personally being a consumer of first wave products, I won't be buying one until the financial benefits are clear. But good on the people pushing the technology forwards, early adopters are essential to drive future demand and mass production at a rapidly lowering cost.

