The main price gap is between a capsule machine, and an entry level automatic coffee machine (where you dont have to clean up the mess after each coffee, just empty the grinds every few days). That's the same barrier juicero was going after in my view.
If you look on gumtree (like craigslist here in Australia) by far the most common appliance item by a very large margin are basic juicers. People like the idea, but in practice they go un-used because they're a pain to clean and people can't be bothered.
Best I could tell that was the same idea Juicero was after.
The cheaper capsule machines are about the same price as the cheaper non-capsule espresso machines.
It's true that the high end of espresso machines goes well above the high end of capsule machines, but that doesn't seem particularly relevant.