I see your point! I wrote an article a few years back about why we have to have two incomes today. It is because a Mustang costs 2 to 3 times what a house used to and 15 times what a Mustang used to. And to insure that Mustang costs 10% of what was a yearly income not long ago.
Health insurance, medication, doctor appointments, car service, cars themselves, everything has gone absolutely through the roof while most jobs fall in the $ 20,000 to $ 40,000 range, which is not a lot more than people were making in the 1970's when you do the math.
1978 $10,556.03 1979 $11,479.46 1980 $12,513.46
So while our required costs have gone through the roof, our income has not, and you are right, companies like this are just raising the bar higher and higher.