This might sound weird but I think the audience they're targeting the high price is part of the enjoyment. There is a weight, status and a value to an expensive

This might sound weird but I think the audience they're targeting the high price is part of the enjoyment. There is a weight, status and a value to an expensive item. I work in hardware so understand the costs involved but I also think the high price is beneficial to them from a brand perspective. Brand-wise the amount of buzz they generate from relatively niche products is impressive.