The planet where a search for "Tim Cook's Annual Compensation" reveals answers ranging from $63M to $98M. When one is making that much money each year, $2K or $3.5K or even $10K is like pocket change vs. the average Joe making the national average of about $59K.
Nevertheless, average Joe finds ways to scratch up $1K+ every couple of years for new phones that are only a little faster than the one they already own... new Macs that are only a little faster than the one they already own... new iPads... new watches... etc. They do this in spite of "buy them all" being a relatively large slice of their average annual compensation. Vpro pricing is like a couple of such purchases rolled into one transaction.
If anything, it may be a product that finally woke some people up to the idea that their money has value and the typical mentality of "just pay anything" may actually have some limits.