"They" are people who are speculating about the price, based on what they think the specs will be. So how can it be a rip off if people say "well with these and these components it will surely have to cost $500 or more"? Perhaps we should all wait on the facts before we declare something a rip off.
And again, I countered that by saying the price per GB of SSD in November 2016 was still too high to keep the cost of the console down. A 1TB SSD cost somewhere around €250 back then, which is over half of the PS4 Pro's €399 launch price.
On one hand you're saying speculated prices for a console are a rip off, but on the other hand you're complaining components in a €399 console aren't good enough while a console with better components would surely have to cost a lot more. You're asking for stuff that doesn't make sense economically.