Seems like "bulk discount" is being thrown around to mask the fact that it actually does cost more than $20 to make a console like that.
The costs mentioned in the "commercial" are most likely bulk deals, i.e. for companies that can afford to order these parts in very large quantities. Even if Robert could order a large enough quantity to reach this cost, he'd need to find someone willing to assemble the consoles for cheap enough.
If it, in some freak occurrence, actually got released, it would most likely have a price point along the lines of $150 - $200 - at which point people realize that consoles like the Dingoo already allow homebrew development at a much lower cost ( $60 - $70 ).