Oh yes. Market positioning. Let me give you a hypothetical scenario; VC didn't want to charge $40K because they thought it was too much. One employee said, "we don't need to make that much money, and we need there to be room for significant price growth in the secondary market to generate buzz." And another employee said, "while the Chopard Alpine Eagle XPS Salmon dial is a similar watch to ours, just no date, we want to be perceived as better than Chopard, and since most consumers use price as a quality indicator, we should charge somewhere right around the middle of the Patek Cubitus time and date variant and the Chopard Alpine Eagle XPS Salmon." The price is determined by VC's approximation of what the masses would think and how much room they want the secondary market to have. Oh, and the journalists who want one of these watches for themselves will ask VC for one and promise to mention the Brad Pitt connection (joking, Wei Koh already owns one in gold).