I think it's a very fair deal for a complete system but my gut tells me that you're in a weird in-between price point. A lot of people are going to look at the price of individual parts like the HobbyCNC board for $79 and not realize how much they'll spend on cases, PSU, etc. When they see $500 they'll think "well for that price I could buy Gecko drives!" The wise ones who know it's a fair deal will have learned that by building it and finding that the case, plugs, cords, switches etc. cost more than the controller board itself, which means they may not need to buy another.