Thank you @bobof for pointing me to this post.The only steer that I'm aware of @madshi giving on the subject was here:
I think most folk who've been around a bit are expecting it will be significantly more expensive than a typical bought HTPC setup and probably not that far off some Lumagen models. Would always be nice to be pleasantly surprised.
I can see myself considering up to 2k$ for "madvr-quality" scaling / mapping in a convenient package, i.e. a box I could use with a Shield or blu-ray player without worrying about Windows updates ;-)