They're saying the Sprout will cost $1,899.
which for a full colour poly jet machine is cheap.
The build volume does look pretty small.

Now equate that to a £50 hp 2d printer with hp ink that costs £20,000 per litre - after a couple decades or heavy competition.
And the materials could end up amazingly expensive.

I think the machine will be sold on the 3d photocopier idea rather than a small industrial printer.

There is already a company on a crowd funded site that's producing a 3d printer with built in desktop copier. But, lets face it hp have got more money and better paid engineers. So the hardware should be pretty good and sensibly priced.
It's the consumables they'll get you with.