PS Audio uses a fairly standard mark up to price all of their components. I’m not sure whether they’d like me to say it, but it’s lower than many other companies I’ve worked for.
Tho the FPGA can replace a lot of individual components, in most DACs those components usually only add up to a few dollars total. Similarly most reclockers (when present at all) are more like $0.50 parts (or even $0.10.) This puts a DAC based on them at a severe disadvantage compared to many DACs.
An FPGA also require at least 4 or 6 layer boards which are more expensive than those in many DACs.
Let’s just say that the DS Jr squeezed out more cost than I originally expected, but less than PS Audio had hoped Perhaps there are a few things that with experience we could do a little cheaper or better but at this time I don’t know how I’d build something for, say, 1/2 the Jr’s price.