Yep, one of the standard business strategies for introducing a new product. Begin in a low-volume and high-price market and hype up the product as much as possible, giving it an appearance of exclusivity and high class. Once you've got some of your demand established, you can start scaling up production and introduce your mid-range and lower-cost mass-produced product. Just look at the how Tesla started releasing cars to see the same tactics in action.

Yeah, the Mrs. and I are vegans and we wouldn't hesitate to try this out. At the current upscale price point it would not be a staple of our diet, though.