has BAT priced itself out of the market?

Same thing can be sold to the wealthier consumer at higher dollar. Better profit, less labor. Just add more educated and professional BS to convince such as "Just listen and Trust Your Own Ears".
VK is about to retire so slowing down with this common strategy is quite natural for especially small manufacturer and retailer. It's much easier to support post-sale ONE unit instead of 10 also.
When I feel like I can't keep up with internet or retail sales, I increase prices of the product I sell to slow down and to keep income near-same.
Will ever Fruit of the Loom start manufacturing couture targetting rockstars instead of inmates who knows?

Wwchange, the high end audio has picked up this direction decades ago if not earlier.
For same performance you can spend different amounts of money. There are marketting areas virtually for anything you want to sell or build.
My retired dad goes to the salon that discounts haircuts half-way to the senior citizens, retired and students/pupils. Public transportation is very often the same way.

Another words adjusting price to the specific market area is very common practice. By mega-uplifting price VK simply targets wealthier crowd or money-no-option as he grown confident to be in the list of 'best money-no-option products'. Those who will purchase it first off less-likely will pay MSRP can't you figure? Somwhere there will be one dealer or VK himself who will start promotional sale at certain discount percentage and this percentage can grow pretty high which is another marketting maneuver yet to be...