they're charging more, but I always assumed that's because they're a smaller company based in the US paying US wages. Also a while back they mentioned that they wanted to build everything here in the US. They also support linux, coreboot, etc. I think there are people out there willing to spend money to support something they care about.
If they made a US-built laptop with CoreBoot, a decent keyboard and a 4K OLED screen I'd buy it in a second. Would probably be willing to spend $2500 on it.