A 15 inch woofer costs nearly the same to build as a 10 inch, but everyone expects the prices to be radically different because a 15 is "more".
If the price is the same for any product offering "more" power, size, weight, etc. if the price isn’t higher consumers suspect shenanigans. Sometimes paying MORE is a badge of honor (keeping up with the neighbors, status, etc). I have seen members here like @ghdprentice actually post the prices he perceives that will let you into the rarified stratosphere of elite/reference/end game performance.
Face it, nobody that dropped $4500K on electronics plus $ on speakers want it bested by a $750 active speaker (the example Andrew Jones gave in the video). The people that splashed the cash need to defend their choices else risk being seen as gullible or whatever.
If a speaker company needs to charge MORE in order to be perceived as higher value or whatever, more power to them.
Case in point, HDFury sells a video device for 4K around $500. The NEW device for 8K video was priced around the same or a little lower. People complained on youtube it didn't cost more and you know how this story ends, an instant $100 price hike on the new model.