The price depends on the specific model (last I checked there where three). The one you linked is the dual HDMI, i3 one. I purchased a 1xHDMI Celeron one for $150. There are also bare motherboard versions.
Oh ok, I did a quick search and found this blog article:
http://intelnuc.tumblr.com/
and it looked like the cheapest model was the dual port HDMI one.. but you're right, checking on Intel site[1] there's also a Celeron based model, DCCP847DYE, that costs 165$ on Amazon[2]