This company is delusional.  Who is going to pay $90,000 for a roof?  What he is doing is capitalizing on your attempts to save some costs of electricity over 30 years.  But they are charging you for it up front.  The pricing should be based on the cost to produce the product itself, not how you use it.  That would be like charging you for an asphalt roof for the savings you receive for not having your furniture destroyed by the rain.  Why should they be able to capitialize on that?  This is a massively over priced product.  What is the cost to produce the shingle, based on the materials alone is what should be considered.  Then you charge an amount for the profit.  This product will come down in price massively in just a few years as competition takes off.  Heck, you can put up a few solar panels in your back yard for almost nothing that would do the same thing.  The price of this is based on the "cool" factor, that is all.  Besides, solar paint is coming that will put this to shame.