There are some legit reasons for the expense. They have to withstand some impact force, they have to be reasonably waterproof, and there is considerable r&d for the digital software in the newer ones. That said, it is suspicious that EVERY company's r&d program necessitates a precise $299 pricetag. It is not a giant market though, and it has always proven difficult to sell an item that may never be used. I think the past few years have been seen some good marketing, as it is now considered somewhat "hip" to have one as it suggests you do some XTREMO stuff. This also seems to be the drive behind the people at the lifts who have avi shovels and packs and stuff is everyone building homemade kickers on the slopes now?