The thought that the HW3 components will be more expensive is wrong in two ways. First, by designing a purpose built component with their own in-house design team and then farming the fabrication out to a competent supplier means they don't pay the necessary profit margin of another company. Basically, eliminating the middle person and all of their overhead.
By having designed a purpose built device with little component waste or overhead, the actual processing units themselves are less expensive, which is yet another win. And finally, the most important metric when designing processors and systems, the cost per operation. A purpose built processor is always going to be faster than a general purpose one, so operations are already optimized for the work being done. That means more work can be done in the same amount of time (usually), which means for every dollar spent you're doubling your per-dollar efficiency. Since we've heard that HW3 is an order of magnitude faster than HW2.5, that would mean even if they units cost the same to produce, the HW3 unit is an order of magnitude more efficient for the money spent.
This all makes HW3 an extremely wise investment. Now we just have to wait to see if Tesla changes the algorithms/network they use and whether or not their chips have the flexibility to run them or not.