Putting on the devil's advocate hat for a moment (a black fedora, i think): you can take into account the R and D side which has led to innovations others will later adopt and the (usually) emphasised after-sales, bigger marketing budgets, presence at trade shows, sponsorships etc. all on the 'outgoings' side.
We also have the disposable income within certain sectors of the population, the prestige factor of simply being seen with an alpha, a (perhaps smaller) obsessive group who have to own what is currently seen as the best, and a very weak pound...
I still wonder how far the parameters can be pushed however. When i spent £2000 on my Kowa 883, it was preceded by at least a week of pacing, mumbling to myself, night-sweats, nightmares of some Gollum-like creature that resembled me, living in a cave and clutching 'my precious...'
What is around £3000 for the new Zeiss scope gonna do?
If you don't got to the pub twice a week, or go out for dinner every weekend, or have kids or don't spend on high end audio or iphones or tablets or bet on horses, you can tell yourself you are only spending what you have saved.
Lee