The design, the quality, the brand appeal … they probably like it?!
Just as you like Porsche frames for your glasses or 200CHF-a-night hotel rooms (I’ve slept for much less in clean well-kept rooms in places such as central London or Toronto). Which brings us to… with the current COVID situation, many people likely have deferred or canceled their holidays abroad - so they have excess money to spend domestically on some luxury item they might have always wanted.