I know that if your cost is for example 3k you tag on 3times that which is 9k and totals up to 12k then you have costs like facility, tune labor , advertisement , future R&D & cars which in ESS's case they purchase to test on ( not fan boy'ing just laying out facts ) . Basically I say this in defense of all tuners " it's not easy running/operating a company " theirs a lot involved , I should know I run one !
Then ...... When you and the community recognize a good solid product you play with your price ... That nature of business !
Some work on volume some on fine and select clientele....
But nonetheless it's good to see solid competition as that drives the price Down