Gee, I don't know... maybe because they are selling biscuits for $40?
No they are not just selling “biscuits” for $40. They have built a brand over decades, and they are now capitalizing on it. Selling this product for $5 would cheapen their brand. It would be like Trump putting his name on a self-storage facility on Omaha. Porsche’s don’t actually cost $150,000 to build, but you’re paying for the name and the hundreds of millions of dollars they spent to get themselves to where they are now. Sports cars and biscuits, it’s all the same.