I think these products are all about brand awareness. They don't expect too many people to buy them, but it DOES get people talking about them. It's all about the company saying, "look what we can do."
Back in the '80's, Honda made a motorcycle called the NR 750. It was very expensive to buy, yet Honda lost a lot of money on it. It was awash with new technologies and materials. It even had oval pistons. Not too many people could afford one, but everyone was talking about it.