With bike pricing, mostly you get what the sum of the parts adds up to. For a commuter it seems extravagant, but for other consumers it is just a fancy toy.

So much depends on the user. Quality touring bikes can easily be in this price range with all the amenities. The bikes used on the Tour de France are about 12 to 15K each because they only make a few of each and the materials are top notch. There's also paying for brand panache, for sure. Just witness what Colnago and the other Italian brands can get away with. As for Specialized, they probably won't sell many of these but it builds brand prestige. Sort of a loss leader from a marketing point of view. Helps them sell more of the less expensive bikes by association.

In 2009 specialty bike retailers sold most bikes in the 500 dollar range, but a small slice of the pie keeps buying 5,000 dollar bikes so the manufacturers keep making them.
http://nbda.com/articles/industry-ov...-2009-pg34.htm

It's all about market segmentation, like with cars, cameras, homes, or any other good. The median income in the US is about 40 to 50 K for a household; half make more and half make less, but 1% makes 200K+. Guess who those bikes are targeted at? I am willing to bet that not many will be used as commuters but will end up as Sunday riders on bicycle paths and parks.