This is annoying because Bitmain has a good product, but their pricing starting with the S4 has become absurd. Partially I believe this is due to them wanting to capitalize on the good will of the community who knows they have a decent product, and partially this is due to the depressed exchange rate of Bitcoin, but it's still disheartening.
I too am dissappointed by the effective price of the S3 batch 10, but I would not go as far as castigating bitmain for "capitalizing" on the goodwill of the community. Being a previous / existing customer of bitmain I'd go as far as saying that they have been extremely good to us (if this pricing is anything to go by). Clearly, they have to be in a position to continue developing, manufacturing and selling (profitably) mining rigs and knowing how fickle liberterians can be (and I am sure bitmain know that as well), they would not dare put their reputation on the line in such a blatant manner.
Rather, this is just the reality of the bitcoin market at the present time. It may be the case that bitmain shot themselves in the foot by bringing to market the S2 (and S4) thus forcing their hand on this batch of S3's, but that is a story for another day. Still, that price is steep!