Hear you on the price point. There are some who will never, ever buy a PLASTIC bottle of water again, no matter what, and would pay extra for that choice. Facts, Figures and Financials, I'm ready to take it all in like a HIPH shower. I know it's going to be good, but the wait is exhausting.
It's a niche market. Alf has said this several times. No plastic, just glass. More expensive but worth it to certain health-wise, environmental-wise people.
Apple people have to pay a lot more money for products than Microsoft people. Apple's market share is MUCH SMALLER than Microsoft's, but is still one of the richest companies in the world. It's the same sort of thing.