Personally, I don't think they're really targeting home labbers, they're really targeting home / small business (meaning <10-15 employees up to maybe 20 or so) who need the capacity, but also can't swing the true business prices.
Since someone else mentioned Jeff from Craft Computing, I'll use him as an example:
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It's a lot easier to drop money on a server (storage or otherwise) when the server itself and it's recurring costs (the power usage and the extra HVAC costs) can all be written off as business expenses.
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45D's prices are still far cheaper than true "enterprise storage" and the headaches they come with (like the relentless sales reps you have to deal with to buy one) with most of the features they'd have (IE - Nimble or any other SAN provider in this case) minus the warranty SLA - obligatory "F@#$ you very much CDW, Dell EMC, and HP"
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On that previous point, yes, you can source parts and build it cheaper. Like any other OEM, what you really pay for is the warranty. Instead of having to deal directly with LSI, Intel or whoever because [component] failed, you call up 45D, given them the unit serial number, and go from there - as my boss likes to say "it's one throat to choke" - If that storage is vital to your business, downtime costs money squared. Again using Jeff as an example: If he's screwing with the server off camera, that's time he probably should have been on camera recording something else. If he is making a video about the issue, then it's going to take him 3 times longer than it otherwise would have to just fix it (many YouTubers have been vocal about everything taking 3 times longer for the camera than it does to just do it) and at that point, the video is being made as a piece of revenue generating content to try to help offset the cost of the downtime.