The last thing I had heard is that they said it would be more expensive than the Rift... We'll see, but if they place it at a lower price, I don't expect it to be much lower.
It was supposed to be more expensive than the Rift when Oculus was still saying that their consumer headset was planned to be somewhere in the $300 to $400 range. Of course, I don't expect the price to be much lower, if at all, but an equal or lower price does seem possible in light of the Rift's inflated one. A lower price would definitely help establish the HTC Vive as a leading contender in VR, and gain their brand a lot of good will, even if units are hard to come by in the months following launch. I agree that it probably won't be anywhere near $400 though, considering it's a more complete VR package than the Rift, but it could easily be under $600.
Oculus has repeatedly said they are selling the Rift at cost.
Oculus has said a lot of things, and there's ways to define "cost" that go beyond the actual costs to build the finished product. Perhaps they are including all the R&D costs, and the costs of shipping out "free" consumer units to early backers and developers. Perhaps they are including the costs of a probable multi-million dollar advertising campaign to follow the headset's launch. Maybe they're even including the estimated retail value of two newly-released games and an Xbox One controller that you probably could do without, despite them actually getting them in bulk for a fraction of the cost. When the consumer headsets ship, we'll likely see teardowns placing the cost of materials at not much more than $300 or so.