Yes, really! They give us great freedom to buy as much or as little as we want. From the web site right now, the core machine (from the crank to the toolhead) is $2850 with the standard "stacking" primer system (like the Dillon). Then you can choose a traditional 11' plastic case feeder ($350) or a commercial 14" metal case feeder ($1250; it's faster and more reliable) and a standard, mechanical powder measure ($330) or a digital powder measure ($800). There's also an option for an onboard primer collator (about $1690; there seems to be an error on the web pricing right now, but see the Evo + Autodrive or Revolution prices). You can buy a "die pack" which isn't described but reportedly includes Lee dies ($460+). And a bulletfeeder, of course.
So the "basic" Evolution (manual version with the hand crank) starts at $3529, plus shipping and insurance (it's beefy and weighs 75# shipped). With the metal case feeder and digital powder measure it's about $4999, and with the onboard primer collator it's about $6690. Add an autodrive, and ... well, you know. It's kind of like Porsche a la carte.
Like Tanfastic said, it's definitely a premium product. Dillon is basic but reliable, well-supported, has a huge user community for advice, and will run all day with a few third-party add-ons. Mark 7 has basically re-engineered the Dillon, and they're bigger and beefier, meant to inspire confidence (and even awe). An Edge will get you there, but an SVI is smooth and beautiful. Take your pick.