Unfortunately, that's how the high-end world works.
The more they cost, the "higher-end" they are, and the "better" they sound.
ATI also make amps for Mark Levinson, Cary Audio, Theta Digital, etc., which are even more expensive. ATI also own DataSAT. So ATI have Pre-pros that cost $20K (Theta Digital, DataSAT).
I would prefer that ATI keep their amps in the $2-4K range and Pre-pros in the $2-4K range. A lot more people could own and enjoy ATI components.