The bare hardware cost is less than $5K, but perhaps the $10K price quoted in the article includes the tower, rigging, cables, power source, enclosure, Wi-Fi backhaul, etc., not to mention a nice profit margin.
Incidentally, there are some gnarly GSM patent licensing issues that are discussed in the January 2009 entries on the OpenBTS blog.
A link to the USRP site: http://www.ettus.com/