My point is, Thunderbolt is cheap technology. If TB was costly, Apple wouldn't be throwing it in as a penny-for-penny replacement for the DVI interface. I used Apple as an example exactly because it is a premium price.
Even if it is cheap technology, it doesn't mean it will necessarily be cheap to integrate into a unit like the Apollo. The price (if $500 even is the price...that seems to be called into question) seems to be right in line with the USB and Firewire option cards for things like Apogee and Lynx converters, various digital mixers, etc...those are cheap technologies as well, are they not?
And again, regardless of how much it costs...Apple will sell many more times the number of displays than UA will interfaces. And if a technology-driven thing like a display is selling for the same price that it did what, two years ago?...then that is essentially the same thing as the price going up, is it not?
There will be nothing special about the UA TB card. It will be an Intel chip with a TB connector on a PCB board with a flange. All the internal software, the ability for the Apollo to recognize and use Thunderbolt, will be in the Apollo as part of its firmware.
How do you know that's what it will be? The option cards I've seen seem to have a bit more to them than that. And either way, even if most of what's required for it to work is built into the Apollo, it's still got to be paid for. Should that cost be covered only by those who actually use the Thunderbolt option, or should it be spread across all users?