I suppose the writer is asking why the people behind these companies think they will succeed in the first place. Or why the market will bear it. Why do people b

I suppose the writer is asking why the people behind these companies think they will succeed in the first place. Or why the market will bear it. Why do people buy very expensive socks when cheap socks are readily available? It's a conversation I often have with my wife. She prefers to buy as cheap as possible provided a product does its job reasonably well. I prefer to buy the best possible version of a product that I can afford (which doesn't always mean most expensive, so I end up doing a lot more product research whereas she will just buy whatever).