I don't get it -- is that the purchase price of the bloom box (per watt) or the cost per-watt to generated on an ongoing basis? If it's just the purchase price, then it doesn't make sense to talk about that without amortizing over say 10 years of usage....

rule of thumb in the energy sector is an installation cost per kW ie, natural gas is about $1500/kW, coal plant might be $1200/kW etc. all sorts of bells and whistles but when someone tells you something is going to cost on the order of $12,500/kW to install, you want to start thinking about where you're getting $10,000 worth of value from...