They're using 30nm Samsung Flash (lots of it in the 1TB model) and a decent controller. Though newer via the smaller die, it's cheaper to make than the larger die parts it's replacing (higher yields per wafer). Besides, if you used larger die chips, you couldn't squeeze it in the form factor I'd expect, and it would cost more.
Right now though, the supply is really limited, as it just released. As the supply stabilizes, and if it's in enough quantity, the prices will fall a bit. MSRP showed $2200USD for the 1TB model, so the street prices are quite high (~63% additional markup). It's been going on for some time with the Intel Postville's too (Gen 2 models). Supply is being manipulated.