150K is just way too high for people to afford. People who use wheelchairs don't represent a significant market force. Traditional capitalism will burn these people (see iBot). There needs to be a huge government investment in technology similar to this. Applying Laissez-Faire to this community is fucking cruel. Also, how much of the 150k is for parts? How many hours go into making one of these devices? What you're going to end up with is a lot of people who use wheelchairs are going to want one of these devices but are going to be SOL. We need one of these devices to cost no more than the typical car.
Also, something about the video didn't makes sense. I suspect some not-so-clever marketing. People who use wheelchairs move the towels down to where they can reach them. If he uses this thing to fetch a towel, he has to get up in the morning and get into his wheelchair, transfer to REX, fetch the towel, transfer back into his wheelchair, and transfer into the shower. Why not just move the towels low enough to reach and save yourself a lot of time?