I think the replacement cost of the stock cable is around the $1000 mark, so they're not exactly supplied with cheap cables.
Is the cable upgrade for everyone? Nup. Should you be annoyed that they have been made available to people that want them? Nup.
Pretty sure the reason these superconductor cables exist is for people that have the best of the best equipment and cables already in the rest of their system, and are looking for a way to squeeze that extra bit of performance out of their system. I suppose it does make sense, if you're a cable company selling 4 figure cables to offer one of those cables with headphone connectors on the end if people want them. Probably not the most cost effective upgrade for someone with an entry level system, but for the guys with WA234's and viva egoista's etc, I don't think it's rude to offer a potential upgrade if they're happy to spend the money. Of course it's a big outlay, but at the summit-fi level that's expected so there should be no surprises there.
Beolab, in Aus, a 1.8m DHC Spore 4 delivered is about $2750ish, so yeah these are about $1k more retail. Not sure what price you could get them for from a2a if you asked nicely though - I don't think a 10% discount off retail would be out of the question. Is the sound and cost porportionally better than the Spore4? No idea.