Simple matter of economics.
Lets say you have something that costs you $50 to make, and you sell it for $100.
$100 x 1 sale = $100 revenue - $50 costs = $50 profit.
If you cut the price 20% you might sell 2 units.
$80 x 2 sales = $160 revenue - $100 costs = $60 profit.
If you cut the price further, lets say $60 and sell 3:
$60 x 3 sales = $180 revenue - $150 costs = $30 profit.
They have several hundred thousand invested thus far... maybe millions now. Each one costs them, I'd guess, around $50k to make. So if they sold two for $80k each, they'd make far more profit than if they sold 3 for $60k.
Right now, they need to pay back the initial investments before they can invest in mass production which is what drives costs down. You cannot scale an operation to low costs without investing in mass production technologies, and you cannot justify the costs of mass production technologies until you've shown the product would sell and recouped some of your initial R&D.
Right now they're all hand fabricated, and just as they've been saying for more than 5 years, once they get to the mass production phase they will have a version that is NOT as fast or feature-filled as the luxury version you see George Clooney zipping around hollywood in, and it will be about $12,000. In that case, if it costs them $8,000 to make it, they could easily sell quite a few and make a good profit.