The rig is still easily $30k with a less and minimal accessories, but as they're fond of pointing out, something similar from the big guys was three or four times that a few years ago. They also have the very thing missing from every other video camera that still photographers take for granted: raw image data. They actually store and record the raw image sensor data, much like a digital SLR still camera does, meaning you can tweak the exposure, color, sharpness, everything, using the raw bits. That's huge.
I wonder when and if they'll get the Red Scarlet out any time in the next few years, and if they can build enough to meet demand. If they can keep a decent rig under $5k, it's game over for everyone else.
And really, I think it just comes down to that raw feature as being the killer app. That's why it gives Peter Jackson a stiffy, because it gives you all the flexibility, actually more, than a film negative.
These are interesting times for the capture of moving images.