PacBio's sequencer is expensive (I think in 500K range but can't tell for sure) but run cost is $350-$400 per run for 60-140Mbases, based on GC content and complexity of genome.
e.g. for a 500Mb genome with 10x coverage you need at least 50 runs, so cost will be in $20000 range.
There were some issues with C1 chemistry, but C2 is wonderful and there is potential that they can still make major improvements in run throughput and read length.
One last point, there is no other Single molecule, real-time analysis sequencer in market yet.