[ska]

> wants to _feel_ like a luxury company. It's just a good bit of marketing.

This is fundamentally true of all luxury goods, so this distinction is not meaningful. Which is why it is commonly used as a marketing tool, you can create this distinction at any level you want, to make your customers feel exclusive.

Sure, apple plays at the lower-price-broader-market end of this than say, McClaren automotive, but it's the same game.