In 2006, when the first blu ray player launched, it was $1000.
2016, the 4k blu ray players retail for $400. And that's just for now, prices are going to drop fast, this is purely to make extra money of those that are willing to upgrade right now, expecting them to accept the premium.
Of course you're paying a premium for 4x higher quality, and a billion more colors available to display. But logically, it's not expensive, even if they right now are priced higher than regular blu ray players. They're a steal to those that care, because linearly they should be priced at $4000, and even higher for the billion extra colors.
I do see your point though, but it's just not that logical of an argument in my opinion, absolutely no offense!