You get what you pay for.
Base gun $550
Throw away the slide, barrel, locking block, extractor, sear, striker safety, trigger, sights, back plate, mag bottom plates and replace them with custom high quality parts including a slide milled for an included optic (with fill plate), match extended/threaded barrel with custom finishes, mag well and an APEX trigger setup, custom finishes—all custom fit by hand, top QC, warranty.
It's not cheap, but you get what you pay for. EB has been doing the same for 1911 pattern guns for decades and their build time is months out. Quite a few people are willing to pay for this quality. EB knows what they are doing with this new offering.
I have $1900 in this M&P 9mm V1 and consider it money well spent.