ARC in the 1970’s was at that time relatively reasonably priced. In ’73 the SP-3 pre-amp was $595, the D-75 $995, the D-51 $695.
It was when the Mark Levinson brand appeared that the price wars started, as well as "all out" assaults on advancing the state-of-the art, such as the SP-10 pre-amp, and D-150 and then D-79 power amps.
For a long time ARC had both somewhat modestly-priced entry level products (LS pre-amps. I paid $2995 for an LS-2B in the 90’s) and premium models (the Reference line) with premium prices. Now even the LS pre-amps carry a hefty price tag.