From their web site.
The ORA™ hatchery complex is located at Harbor Branch Oceanographic Institution (HBOI) in Ft. Pierce, Florida. ORA™ is the largest marine ornamental hatchery in North America and we are constantly developing new techniques to bring the finest captive bred specimens to environmentally conscientious aquarists throughout the world.
If there are only 10 being released I would expect them to go for more than that.
As they become more available, of course the price will go down just like the Picasso and Naked clowns. Not cheap but lower than they started.