I am definitely factoring in the BGE end of it, @Troy.
I guess what I am trying to say is this will definitely be a good case study in branding.
One reason everyone accepts the pricing for BGE, BMW, Beretta shotguns, Apple MacBooks, and other premium brands is because they don't have a choice. There is no entry level BGE. Weber is known for cheap but effective kettles.
Will Weber be able to overcome the perception? VW couldn't with the Phaeton.
It's more complicated than that.
I've never even heard of the Phaeton, and I've been driving a VW for 2 years.
BGE and Apple both marketed to snobs. Surround yourself with BGE or apple fans and you'll hear many of the same types of comments.
"Food cooked on my BGE tastes 10 times better than any other grill"
"my mac NEVER crashes, it just works"
"macs don't get viruses, they're just intuitive"
Apple, and BGEs, both have some awesome qualities - but the things that their vocal raving fan audience speak of are pretty much 100% bullshit.
no one ever says, "i realize its triple the cost of similar products, but I just like the way it looks and feels"