5 large for a 12" subwoofer?!

I wonder what their market for this unit is.
It sure looks beautiful - and all those fancy wi-fi features sound impressive on the spec sheet - but at the end of the day you can get a JL Audio F113 or Funk Audio 21.0L for less (and both of those will dispatch the 1.12 with ease). Thiel may struggle placing many of these in peoples homes.