It's been written, family owned businesses are different from public ones. Internal, non pure corporate, relationships effect decisions and ways, differently than we might otherwise expect from outside looking in, at these. This seems potentially part of Swaro behavior mystery.
As well how "blinded" to other ways of promoting product and communicating changes, are they from the dazzle/sparkle/image of crystal business, which is a quite different thing? At $3000. binoculars "start," to become luxury products. Price as a tool to communicate something about quality, e.g. "It costs the most, it must be the best." rather than more simplistically covering material, labor, variances, a share of development costs, SG&A and a desired profit margin, seems problematic, if there's confusion about the end customer.