I want to say when these things were first released they were over $200 dollars. Ridiculous pricing if all you plan to fly is a cell phone. They have since dropped down in price, and while they are listed at about $180 dollars elsewhere, this month they're on sale at B&H (click here). Not bad if you could possibly do much more with it.
[Update] here's the video
With one of the smoothest Gimbals on any stabilizer ever, I decided to pick one up and see if it can be pushed to carry much more than a small GoPro. So far the Gimbal is made with a metal bearing, and the frame is mostly a lightweight metal. If it's possible to modify the frame to add more weights, then you're looking at an ultra smooth Gimbal on a Merlin-like stabilizer for almost 5 times cheaper than the Merlin itself.
[Update] It's been Modified here: http://cheesycam.com/diy-steadicam-smoothee-mod-cheesycam-baby-merlin/