The tabs on top of downloads page are indeed a bit “hidden”.
You are the second to say that so we need to add a bit of time on website review in our looong to do list 
Sorry for the trouble.
The price is indeed high if you only compare parts cost for 1 item. If you run a company though and this is for larger quantities, then new numbers (and time wasted on non-manufacturing/designing tasks) keep poping up rising the price we can sell it assembled. That’s why we strongly support people making HestiaPi themselves. Donations are always welcome though