The larger the company the more likely it is that people in management and sales will come up with price points in a new line of speakers that they want the new product to hit. Then the designers/engineers make that happen.
In a small company, where the designer is also the CEO or has equal footing, things will be very different.
Sonus Faber today is a classic example of the first sort of company. The sales and PR people put out as much verbiage as possible in order to camouflage those basis facts.