That's a bit unfair. Ever drive a Mercedes? There's certainly a lot more to it than just a label. Colnago is similar; 22 sizes, paint options, an exemplary piece of engineering. As far as what type of price tag you can attach to a luxury brand, the classic "whatever people are willin to pay." thus, a C59 is pricey, because enough people are willing to pay at that price level.
I said it another thread, but will restate: cyclists are lucky in that we have so many options for rides. Giant makes awesome bikes, despite what certain snobs will tell you. Specialized makes decent frames. Trek, cannondale, Scott, etc
The problem I (and others) have with the overpricing halo bikes from these larger volume brands is that it's simply encouraging the problems facing the industry: that is, more worried abiur brand image/marketing than what's best for the rider. Offering 6 sizes and charging $9500 for a ****ing Cervelo is NOT HELPING. It's just marketing crap to say "see how light we can make a bike? Aren't we just awesome?" at least colnago earned their reputation on th road over the course of decades.
So I don't know where I'm heading with this. I guess there's three ways of looking at it: these halo bikes really are pushing tech (an untenable position IMO); indifference, whatever makes someone happy; then those like me who think they are ethically wrong for prioritizing advertising nonsense over the interests of their customers.