[pdenya]

How does that justify a lower reward price even from a business perspective?

[shurcooL]

Probably because people are paying more for not having to deal with restoring their stuff.

Maybe it's much harder to get a new phone to be like your original, so you'd rather pay more to get it back as is.

On the other hand, maybe, getting a new laptop is more desirable than getting an old one back (if you have backups or don't care about what you had).