That's the price of the dev kit. Have you ever tried to buy an Xbox or Playstation dev kit?

Oh, then maybe the $5000 "Commercial Suite"?

Or is there some consumer product not listed on their page?

Consumer versions are not released.

When are they coming out?

iirc they're the Mixed Reality Headsets, coming out later this year for around $300

Comparing an ipad/iphone with Microsoft Hololens makes no sense just like you it wouldn't make sense to compare it with Oculus.

Only? Put on an opaque plastic cap and you have VR glasses