I say "pair", because you need a TBolt controller both in the computer and in the device.
But if you own a Thunderbolt equipped computer, you've already paid for the host controller that's in it. Just like you've paid for the onboard USB controllers. It really comes down to the additional cost to add Thunderbolt controllers and ports to an accessory device, and the premium the cables will demand over time.
About the only firm datapoint is:
- $49.00 - Apple 2m TBolt cable
- $3.99 - 2m USB 3.0 cable (Link Depot cable at Newegg)
Well, to be fair, let's compare Apple's to Apple's... Apple makes and sells quite a few different cables and they range in price from $19 to $99, so the Thunderbolt cable is actually pretty mid-range for them. The Apple Copper Fibre Channel Cable which doesn't even provide half the bandwidth of a Thunderbolt cable despite fairly similar construction goes for $89. It is very reasonable to expect Thunderbolt cables to retail in the $10-15 range once third parties are able to bring them to market. More expensive than USB 3.0, for sure, but with a much smaller target audience and a very different set of capabilities.
If so, however, not using a USB 3 controller in the new Thunderbolt display seems like a missed opportunity (has it actually shipped yet?)
The Apple Store still says "Ships: 2-3 weeks," so I'm guessing it's not out quite yet. Also, some back of the envelope calculations show that the ATD with just the connections it does provide could utilize 84% of the 10 Gbps available on one Thunderbolt channel. The video signal alone requires at least 5.8 Gbps, so there wouldn't be much room to breathe if you added USB 3.0 to that pipe as well.
Then you can pay for these crazy adapters to convert FireWire to thunderbolt for $150. USB 3.0 will be the standard like it or not. Thunderbolt devices will be more scarce and expensive then even FireWire because they require expensive intel chips for cables and terminals.
Do you really not understand that pretty much every PC shipping these days natively supports USB, PCIe, SATA and DisplayPort, and that these things are not in any way interchangeable?
DisplayPort and HDMI are currently duking it out for dominance in the digital display interface space, but neither is close to being replaced by USB 3.0, nor are PCIe or SATA going the way of the dodo anytime soon. Thunderbolt combines PCIe and DisplayPort on a single external port. It is meant to supplant DisplayPort, HDMI, DVI, ExpressCard and PCI Express External. It will exist alongside USB 3.0, just as the protocols it is based on currently do inside your computer.
Your latter argument is also absurd. Most PCs contain far more expensive chips from Intel, and that hasn't stopped them from taking off. And the chips in Thunderbolt cables aren't even made by Intel.
If the article quoted above, claiming that USB 3.0 will be built into Intel's chipsets but that Thunderbolt will not, is correct, Thunderbolt is dead on arrival. Computer manufacturers are notorious cheapskates, and if they can choose a cheaper chipset that omits TB they inevitably will. TB penetration in the PC space will thus be essentially zero, and since that drives the manufacturing decisions of peripheral makers the number of available TB devices will also be essentially zero.
I know it's hard to get used to the fact that times have changed, but Apple isn't the little guy anymore. Macs currently account for more than 10% of the US PC market, which means that more than 10% of the PCs bought in America today have Thunderbolt ports (many of them ALSO have FireWire 800 ports), because Apple isn't a cheapskate. What drives the decisions of the accessory makers is whether or not there is a market and whether or not they can make a profit competing in it. For general purpose mass storage devices, USB 3.0 will probably dominate the market. For solutions which can truly benefit from Thunderbolt's unique capabilities, there will be very little competition from USB 3.0.