Two things... it's about margin (profitability) and what the
Market will bear. I once consulted for a fairly high-end, reputable and recognized amplifier manufacturer. They were conducting a market study on a proposed $10k pair of monoblocks. The feedback they received was for the quality of amp they manufacturer, most felt that price was "too low" at the time. They decided to price them at $25k and after bringing them to market, they sold quite well.... That said, sometimes it isn't what the may feel is a fair price, but rather what their customer deems fair and worth the value.