I've got a feeling Thunderbolt drives are going to be marketed as high end products in the same way that FireWire 800 drives were and will be pitched at similar premium price levels.
I believe you are absolutely right. LaCie has made Mac their focus with pricey products from day one, years ago. While they are nicely styled in "Mac Style" cases, the problem is there relatively poor service life, as compared to other similar products. Since I put a lot of time on my computers and peripherals it's something I tend to notice long before less serious users.
I've tried several, and in each case the MTBF was quite short. But then again it's the influence of Apple Tax that has relieved them from taking responsibility for lifespan. A bit noisy, I've always questioned the quality of components inside. They embrace the same thinking as Apple, kind of an "oh well" mentality.