I think sometimes, one cannot judge the price of a product purely on the product itself; for instant, Bonaqua is more or less tap water with added minerals, while tap water is almost free, Bonaqua cost about $0.5 for a half litre bottle. The packaging, marketing and transportation probably accounts for 99.99% of it's retail price. So even compare to Beats, the mark-up price for Bonaqua is quite outrageous, but I don't hear many people complaining about that.
With some of the top notch IEMs, I dare say the packaging and the accessories actually cost the same or more than the IEMs themselves to produce. But would anyone pay $400 for a pair of IEMs that comes in a plastic bag? I doubt it very much. It's like a car that has the same performance of a Ferrari but look like a pick-up truck, I doubt it would be able to fetch the same $200,000 of a Ferrari. 