It is called a halo effect in Marketing speak. It elevates the brand. They don't expect to sell many (if any of them) but will tell you that the technology trickles down to their lower priced models (which it probably does in most cases).
If someone is playing with monopoly money, it doesn't matter what it costs. Some people want something just because it is rare or hard to get. That's their primary motivation.
I was never into the collector aspect of things. If I don't use it, I sell it. Mostly with records, but other things as well.