Lol whether you like it or not, this is how the world/business works. There will be a market for both AK and others.
It's not like the SQ for AK is poor, it is actually quite good. Whether they are worth the price or not is subjective.
HM901 is around the same price as 120, although they might sound better there are compromises such as poor battery life, brick size and their UI which AK does better. I don't see many complaining about the pricing for HM901 compared to the 120.
And these are businesses. They market for a wider global coverage to earn more revenue. It's only normal marketing strategy for businesses as to what they are doing. FiiO and iBasso should do the same IMO.
But beware, one company's margin is another company's opportunity.