It's a simple matter of economics. Items sell for certain prices because the market will support them. If 95% of car buyers refused to pay more than $15,000 for a car the automakers would have to meet that price point or go out of business. If they can ask $40k for a car and people are willing to pay that price then guess what they are going to build? Yup, $40k cars.
2006 23B Hybrid with 10k round bar WDH
2011 F150 4x4 SCREW Ecoboost, Max Tow, Integrated TBC, 3.73 LS axle, Firestone Ride Rite airbags.