I'm not sure that I entirely agree with the costing thoughts that some of you guys have. Considering that it doesn't sound like they will be using castings (a note in the article stated 1-1/2" plate), there shouldn't be much for tooling costs, as the steel plate would be laser/plasma/waterjet cut and subsequently bolted or welded together. As long as the assembly shop has adequate lifting equipment, assembly shouldn't be too arduous. Also, without all the electronic equipment (other than the ECM and maybe TCM) assembly would be made that much easier without having to worry about routing and fastening. Also, given that they sound like they would build a large frame, there should be adequate room for tools to actually get things together (and later apart for repairs) - thinking of a T9 NH tractor where I had to replace a hydraulic line at the rear of the engine and above the trans. Had to work blind just at the end of my reach

As for a dealer network, if they are using purchased CAT equipment, I would think that any shop with CAT experience would be able to work on it.
With those things in mind, I could see how the MSRP could be very competitive with the other major brands.