Based on how good their products have been to date it’s at least in the realm of there being room. I imagine high-end bicycle tires are reasonably high margin and grippy often means high-wear.

With their lube (I’ve been a user of their super secret liquid and hot melt products since they were released and the same with their oil-based product for wet weather/mtb) any price difference is offset by how long the products last - and that’s ignoring just how well they work.

Abbey Tools found a way to sell out ultra-high end wheel building stands when perfectly competent dirt cheap solutions are in full supply.

And then we have bike brands realizing they can’t just sell $10k+ bikes anymore.

Interesting for sure.