The high end kit from kettle pizza is 429, add in a kettle and a thermo and tax and the TV round-up
Thats not the highend one though, the high end one has wood and metal peel as well as baking steel top to the kettle pizza. It also has tombstone shaped pizza stone, and it looks like that one may be round.
However, it still doesn't seem that far off in price, especially since they probably aren't savy amazon shoppers comparing reviews and looking for bargains.