Here's some more info that I found:
https://forums.oneplus.net/threads/h...e-money.12343/
How will OnePlus make money?
A lot of media have previously asked us how we can sell such a high quality product at such a reasonable price, and we have told them that we can save money by doing the following three things:
Dramatically cut down on marketing spend: Instead of expensive offline campaigns, try and do more online marketing and have our fans help us spread the word.
Eliminate retail channel costs: While marketing is expensive, retail is even more so. I'd estimate that retail channels can cost anywhere from 20% to 40% of the final price of a flagship device from an established brand.
Not plan to make any money for two years: We are fine with not making any money on our smartphones for two years, to give more people the chance to experience the quality of our devices, and help uss build a name.
-----------------------------
Pre-order is coming in October.
So in order to buy right now, you will need an invite, which can be had fairly easy. And will be easier in the future.
Lot of people giving away invites
https://forums.oneplus.net/forums/invites/
http://forum.xda-developers.com/onep...825090/page245
http://www.reddit.com/r/oneplus/new/
People are also selling invite on Ebay for $5-10.