These are not doctors and patients, but researchers. And the device in question is a passive recorder of brain activity (AFAIK).
Also, I don't think that many people want to record the brain activity of mice, so the biggest cost here is that the equipment is pretty custom made causing big non-recurring expenses.
Furthermore, an IC subcontractor had made a miniturized four dedicated custom ICs into one, and from the article it sounds this device was the first to use the new chip. Expect all other manufacturers to jump to this new chip too, probably shaving off big % of the total price.
This is news only for the intersection of the sets "neuroscientists" and "nerd". The rest of us are happily unafected.