When compared with the traditional name brand bikes, no, the prices really don't seem terribly shocking for what you get. On the flipside however my bike will put out 14kw, do 80kph before even turning on field weakening, with double the capacity and room for 4x more... and I sure as heck didn't spend 10k+ CAD for the privilege. Not that they're particularly comparable bikes, but still.
But as they say, different strokes for different folks.
I do very much wonder if they'll be able to get parts for the Ultra. That seems to have been an issue up until now as far I can recall hearing, but I'd hope they would have come to some agreement.
I don't mean to sound like I'm poo-pooing the thing. It looks to be a nice piece of kit and I'm sure it's an absolute blast, but the price and the size of the pack really do have me cringing a bit.
Speaking of the pack, do they disclose what cells are in there?