These guys (and just two of them) have broken cover and, so far as I can see, are the first to offer a personal air vehicle for sale under Part 103 (US Ultralight Classification).
Actually that's not strictly true, as you can't walk away with one today. You can though transfer $14000 toward the eventual $49000 in order to occupy one of the first dozen 'build slots'.
Best thing about it is that people already find the cost reasonable, at least compared to the projected retail price of competing air vehicles.
The first production cars and aeroplanes also cost a tidy sum (and I once calculated Sikorsky's original production helicopter cost the equivalent of two-thirds of a million dollars, despite performance and reliability being lamentable by today's standards).
But good news in view of the non-appearance of working models including my own.
Which I'm working to fix.