I can now answer that at least in part....those of you who were there please correct me or add to..
The Joule has no off the shelf parts...everything has been designed, prototyped and hand built. Those of you with knowledge of manufacturing realize that just because it can be hand built doesn't mean it can actually be mass produced. So not only do you have to design and test each part someone has to design and test the the equipment to make the damn thing. Consider this, an existing technology (used in a totally different context) was used to develop the heating element. Think of a tin can with the top and bottom cut out, thats the shape, but in reality it is CURVED printed circuit carrying the heating wires, then it is wrapped or coated in a film that is both waterproof AND heat resistant. This "can" also houses the impeller and motor. This is a real simplification of the heating element.
I won't bore you with the five remaining components which were all equally complex but, here are some fun facts.
There are only TWO screws in the whole freakin unit, every component was designed to snap, twist or slide together with no framework.
Because the sound of metal on metal offended them when you placed the magnetic foot in the steel pot they opened and repeatedly closed a BMW car door and used the proper thickness of silicone on the magnet to try and replicate that sound (no, Im not shitting you)
The clear ones are INSANE but Chris doesn't want to produce them yet because the manufacturing process leaves the sealant less than perfect in appearance....really
They actually had a fully functional Joule that was smaller, (no shit we saw it) but, they wound up making it taller so you could get enough water in the pot to cook something....
I, after seeing this, will not mind waiting ....oh it WILL fit in your front pocket and under your shirt undetected.....except when Amy sees you do it you have to give it back. I gets worse, Cathy is the Joule Nazi, each and very evening she accounts for every Joule (by serial number) and locks them up, She told if they ever have one come up missing she is going to hunt me down....