The price is higher because the logo on the report is better insurance than another logo. In particular, the logo is better because of “The McKinsey Way”. McKinsey figured out how to repeatably and reliably manufacture strategic decision support.

Much like McDonalds means every burger everywhere no matter who owns and runs that franchise is predictably decent, the principles of The McKinsey Way and frameworks like 7S and MECE mean every wet-behind-the-ears graduate is going to produce work of sufficient logic, data, and quality to plausibly support the position McK was hired to support.