Hmm, well, to be fair, once you get into high quality 1440p panels they do cost north of 700$ anyway. But you're paying for 10 bit color and higher quality components. You can, of course, get the bargain bin junk korean panels for 300$ (i'm not a fan obviously) but you generally get what you pay for, especially in terms of warranty.
It is expensive at 700$, but then again, 24 inch lightboost panels have quite a price premium over non lightboost panels as well; you can buy a 24 inch LCD for 170$ while a lightboost model / 144hz costs about 300-400 (the BenQ XL2420T is 400$? I think) So with 1440p panels, you have an entire gamut of the low end korean panels at 350$+ or you can get a high quality 1440p which can range from 600 to 1000$ depending on which you buy. 700$ for the ROG swift definitely isn't cheap, but it's offering both 144hz and g-sync. 144hz is not available and certified on any other 1440p panel.
So basically, I can agree that it's a little expensive. But the price doesn't seem too far out of line for what it offers. What i'm hoping is that price rapidly goes down once it hits the market - that tends to happen with Asus panels pretty quickly. I don't disagree that a lower price would be better.