The way I look at cnc machines as far as price goes, you can pretty much do a rough estimate of how much a machine cost to build on your own.
I've seen plenty of machine builds here on cnczone, & have seen a few that would put most dealers to shame (no joke). My point is, I know one damn nice 4'x8' cnc router that the builder had right at $6k in materials only, so the Ez-Router looks like it is right on target as far as price $9k.
The builder has no need to charge more than double the cost of materials.
Example:
1) Materials cost $4.5k
2) Labor to build machine $4.5k
___________________________
Total = $9k
The PC most times a guy can get free, heck I have 3 sitting here doing nothing (Win-XP) & another on the way. Mach3 is less than $200, so that's no big deal, & can be customized to fit anyones needs.
My 2 cents...