That's like saying "them fancy horseless carriages are nice and all, but they cost too damned much" - sorry, but they have to charge a price congruent with what it costs to purchase and assemble the parts, write and/or license the software, and make it available, while being able to make some sort of a profit. I think if they manage to make it available for $399, you should consider yourself fortunate, and I doubt they'll be making much, if any profit at that sort of price. High definition gear isn't cheap. It costs to make equipment that can handle the bitrates necessary to record HD video, not to mention recording 2 HD streams while watching a third, and providing the feature set people are going to expect.
Sorry, but I've seen enough posts about "OMG if the TR50 isn't $299 or under I won't buy it". There's a reason almost no one is making standalone DVRs, and pretty much every previous entrant has failed *miserably* to make a dent. Consumer electronics vendors have discovered what cheap bastards Americans are, so their latest tech doesn't show up here, because no one will buy it, moaning about the cost. Even TiVo is selling its DVRs well below what the device costs to make, making it up (ideally) on the service subscription - and there's not going to be any of that with the TR50, since the guide data service will be free.