It has to be a cult-like mentality.
I am old enough to remember I was already old when you could buy one for $69 and then the outrage when they jumped to $99.

This particular company got a shipment of them and apparently sold them all at that price.
You can get a Savage Axis in .308 for a hundred buck less and it is a superior rifle in all accounts.
I just don't get the fascination that would push anybody to shell that much money on a crappy rifle.