$3000 Lawnmower?

I don't get it. Why do some manufacturers take an $800 product and slap $100 of solar cells and control electronics on it and then think they can charge three grand? It seems one of the challenges of "green products" is that there is an assumption they won't sell in any volume so they need to be super premium priced. Then that turns into a self fulfilling prophecy.

How do you price your green products? Come discuss on Viridus.