These are small-quantity retail listings. Program operators, not customers, buy these modules, and they buy at volume. The working assumption in this deck is roughly $100 a unit for Wi-Fi or Ethernet and roughly $150 for cellular, stated as an assumption because no volume price list is public. The retail figures above are the upper bound. In a program the customer often pays nothing: Puget Sound Energy gives the module away from the PSE Marketplace and adds a $20 installation incentive. That is a real answer to the price objection, and it does not remove the cost. It moves it to the program budget, where it competes with every other measure for the same dollars.
The recurring fee is the part that has no equivalent in firmware.
A client in the appliance reuses the radio, the TLS stack and the credential store the customer already paid for, and carries no annual platform fee at all. These are public store prices, so they are what a homeowner would pay, not what a program pays.