Maybe.
I also believe John's design can be sold at a premium with a greater GP. Until someone else catches up or copies it, they can make good money out of the product. And right now, if people want the best in a desktop amplifier- that is the one to buy.
Would they get so much publicity if not for ASR? I suspect not. In a sense ASR is a free (I hope) advertising platform if you can hit your sinads, and John can, so they can anticipate demand an set the price accordingly.