Some can't understand why a product or service doesn't catch on. They can prove that it's better. They can quote specs and performance and utility. It's obvious.The other might be willing to look at the specs, but he really doesn't understand them enough to care. All he knows is that the other choice is beautiful--it makes him feel good. He wants to use it.
Since the iPad mini announcement the bulk of pundits say it costs too much. $329 is higher than I would have liked it to be, of course I would like it to be free if I had my choice. But Apple is playing for the long run.
Apple could have created a $249 iPad mini, they are perfectly capable. However, they chose to make the product that aligns with their brand and is beautiful. In the long run it pays off.