Canon USA getv thec cameras for very very very little and then decides on the price. There is a huge markup. It's not like lenses which require so many difficult stages. Here we have circuit and bodies of metal covered with plastic and all this is pretty standard mass produced and the highest profit margin.
I don't think that 10fps shutter and mirror assembly is off the shelf. That's going to be very new and thus very expensive. Likewise, making new chips (both the optical ones and the DSP ones that make the camera work on the inside) is quite expensive. New circuitboards not so much so. New software to run everything (including all the testing) is quite expensive, too. Tooling up a new manufacturing line (new camera body, new batteries, basically entirely new assembly) is very expensive.
Even if it only costs $1000 to physically manufacture the camera, at most they'll sell a few 10's of thousands of these so they need to amortize the cost of development over all those cameras. They could easily drop a few million in R&D on a new camera like this.
These cameras are sophisticated devices. Canon is big and has lots of experience, but that doesn't change the fact that this is a very expensive undertaking.