How is it decided that something costs "too much"? I can easily say it costs more than I want to spend on the item. But if the company prices it there, and sells enough units to be pleased with the result, is the price too high? It's clearly too low, if the company loses money on each one -- but companies may even choose to do that, if it fits with another strategy (loss leaders). Or, like Patek Phillippe watches, they may price it so high that the price itself becomes an attraction to acquiring the item.
Manufacturers and retailers set prices. I choose to pay them, or not to pay them. In some cases, I wish the item were less expensive, because if it were, I would buy it (suit heaters come to mind). But I don't term the price "too high" as though there were some universal value to the judgment. It's too high for me.