It's another factor, but it's a MAJOR factor. People like Ferraris and most people easily could afford a Ferrari if they wanted to buy one but the cost is too much.
Some may say a vette is a better car, but if you WANT a ferrari who cares??
And i dont see ferrari going out of business... just like i dont see apple folding either.
I do understand its a huge factor but come companies simply stand out and achieve goals without slashing prices to make money...