It just seems like bad business... Do you think that they would charge $12,000 for a completely stock Pioneer DVD player, totally unmodified? The only difference between an unmodified player and the Goldmund are a few parts and the case, which is by far the most expensive part.
Is it any coincidence that the only high-end part is obscuring from view all of the mediocre parts? If so, then I'll sell you a Pontiac Fiero with a Ferrari F335 body kit for $100,000 to "subsidize" my purchase of a real F335.