I wouldn't say undeserved - yes, those era of bats were exceptional, when they had the Amplus, Distinction, Master, S6, Solution, etc etc. But then their prices ballooned and they just started importing all their bats from India whilst under the pretence that they were made here. You're essentially paying £2-500 on top of what you would pay for a bat for knocking in, surface cracks and some stickers. Back in the days of the Distinction and the Amplus, they at least had some USP, and they were expensive, but not £700 expensive!
Again, are those credible claims? If they were outright lying, somebody should've exposed them.
Regarding pricing, everything is expensive now. I am not buying bats now but when I was hunting for them (left and right), I was paying for the "sure" thing. M&H were a "sure" thing for me. So were Kranzbuhlers. Most custom bats, albeit priced lower, turned out to be not a "sure" thing.