iRiver can't truly justify their pricetags.
They just charge the absolute maximum they think they can get away with, and a few thousand people, with varying motives, open their wallets, each time a new model is released.
So iRiver just carry on with their inflated pricetags, because they know that they can get away with it.
However, I hope Chord have given the industry something to think about, with the performance of the Mojo, @ $599.
Of course, it is rather ironic that the Mojo has led to an increase in sales for the AK100 series DAPs. Extremely ironic.
Although I don't foresee it happening, I think we all know that if Chord were to produce a DAP with Rob's DAC tech inside, it'd probably change the face of the TOTL DAP industry in one fell-swoop.
Even without a Chord DAP, I know Rob, John & the Pumphouse team want to advance the state of the mobile-audiophile industry, and I think it's great that they're doing so without being greedy about it. They could so easily have taken the same approach as a certain greedy Korean company, but they decided to shake things up, which shows positive and serious intent, and not a little class, IMHO (and just so you all know; I do not work for Chord, and do not have any Chord product for my contribution in this thread. I contribute to this thread because I respect what Chord is trying to do for the mobile segment of the hi-fi industry. We all stand to benefit from it).