The point is that the US$990 (or £780 according to you - and I'll not argue) is for the 1TB Fixstars whereas, as canopus72 points out, a 1TB (and therefore equivalent in capacity) Samsung is a third of the price. From what you've said I'am assuming that you thought that it was the 3TB Fixstars that was the $990 which, as you point out, would have made it price competitive.
Clear?