Can anyone tell me why the BedJet is so expensive??

I have a Chilipad, and I'm looking at replacing with a BedJet so I can get more of the memory foam benefits, instead of the Chilipad sort of muffling them. I understand why the Chilipad is so pricey - it includes a refrigerant, water tubing, a mattress pad. But the BedJet is basically just a fan that can heat the air. How does that make it worth over $1k for a king-size bed?