I'm assuming the high price comes from the fact that its laser, and there's no future income from expensive bulb replacements. Back in the day, those bulbs were $600 a pop with 2000 hour life expectancies. Gamers and avid movie watchers blew through those faster than they realized.
Epson's laser offering comes in at Full HD and $6K. I've never seen the output from a laser projector versus the traditional lamp models, so maybe there's something to it. Dunno. It has the usual buzz words like accurate color and perfect black etc etc.
I would think most people would like their projectors to disappear and blend into the room so I don't know why the red. I mean obviously branding, but I don't see how that helps it more than hurts it.
'Strange' about sums it up considering the multitude of options on the market.