For those unaware, these aren't pro touring boxes. These are home cinema products, albeit nice ones.
At $10k, and the market they're serving, the perceived "wow" factor alone will sell these in that segment. Paying a team to build, market, and distribute an extremely robust "high end"* type cabinet, with a $1300 driver, with in house markups at least 100%, a layer of distributors/dealers with similar margins, it's easy to approach the $10k point real quick. That's all mere speculation, but I'm guessing not far off, ... and I have zero experience in any aspect of pro sales whatsoever, so YMMV.
*(Hales is known for his attn. to detail entirely inert build quality cabs, he retained that philosophy, but decided to switch to high SPL designs while listening to live band at Disney)
The image up in post #11, those mains are the coveted BMS coaxial, in a DSP optimized three way.
I've experienced those mains/DSP, mated to their other top end subs.