This claim that the price is the only reason is all bull to me. I doubt price has that much to do with it. Living here in Australia if you can spare $400 you can spare another $200 to get something you want more. Most people buy what they want, borrow money, save up longer, whatever it takes.
I think when people go to buy one and they see the price it helps, everyone likes a good bargain. But at the end of the day you wouldn't buy it if you didn't want it.