You should do some research into wheelchairs and the differences in designs, materials, and life times to better understand why the $1000 price tag on what the company is offering is actually incredible. This is for someone who has a spinal cord injury and has to be in a chair fulltime, not those hospital style chairs you are probably thinking of.
Well, materials seems to be very common, and indeed even if they are precious alloys to be lighter it's still a very high price. Research have to be payed of course, but again you can sell a product, no more than that.
I've heard many time about "special design", "this price is really right" and so on, all the time it was wrong. Oh, that does not means it's a bad product, it's simply overpriced and the price might even be right seen their expenses and resources, but it's still too much for a market who offer other very similar product at a much little price.
An idea alone does not suffice.