I guess because they've succeeded in making their brand into some kind of insider signifier and so are able to charge a premium to people who want to think of themselves as connoisseurs
On some level niche things are more expensive. Sure some of it is the aesthetic, I won't deny it, but without economies of scale and more importantly enough demand to justify a lower price point you end up at higher prices.
Like the Microsoft Trackball that was like $30 way back when but is now $200 for a make it yourself kit. By selling millions of them you can make them in a way someone selling a few thousand could never afford to.
