because,
1. Its European...tis the nature of the game over there
2. It is the only really high quality outerwear with a park fit
ie. compare prices to Patagonia, Arc'teryx, etc, it is right about the same price.
3. It will last you...compare it to saga, LDC, etc, that stuff will last a couple of seasons MAX because of the quality, sweet will hold up..its durable.