While what could well be the panel used in this is cheaper[1], there's obviously consideration due regarding whatever device is driving the panel, making the frame/mount, and coding the software to drive it, etc.
You may be able to get a larger panel for the same sort of price[2], but there's something to be said for having a finished product that's fundamentally plug-and-play... which is arguably a different market to a "buy the components and make one yourself" crowd.
