Interesting , without knowing their costs hard to comment but it bats are going to standard 400 plus we’re all stuffed well most of us anyway
Think their Chaos you were looking at a few months ago was the same price, so no difference. Geography has something to do with it too, as Tom said it's still cheaper than another major brand in that area. If people are used to paying that and can afford it, then it's not high for that market.
Bats aren't £400 as standard tho, and neither are theirs. This is again going back to supply and demand. The premium is generally for the grainy, light bats, not the Grade 3s. If people accept thst a Grade 3 with 32mm edges, wider grains and a few blemishes is still going to be a perfectly good bat for them and their needs, then they don't have to pay that sort of money. Plenty of good value, well made bats at lower prices.
The clamour for grains, size etc is driving the pricing. If they didn't sell, they wouldn't be priced at that amount!