In my case the motor is costing 15,545 after grants + a car worth 7,000 so more like 2/3 price really.. but you're right as far as I'm concerned, I wouldn't be in the market for one at full price.
Given that subsidies are being reduced in response to the new unions threatening Ministers and civil servants it could make sense for NTA to look to other incentives like free charging that it could finance internally i.e. by increasing licence fees for FF vehicles.