You probably have a point, although you have to remember the higher up the scale you go, the less volume they are able to sell. Campy Record Ergo shifters probably cost the most to develop, yet a tiny fraction of all riders actually use them.
I bought a Giant TCR2 last week for $1000 and feel I got a pretty good deal. Awesome frame and pretty good components. They definitely cash in on the fact that cyclists tend to be a pretty passionate bunch and good supporters of LBS's, which has been unfortunately lost in so many other sports.