They think its clever - I think most people would see through it and just be pissed. Not sure why companies think they can get away insulting the intelligence of their consumers (who, in this case, would have to be wealthy enough to afford their product and hence can be reasonably expected to be smart enough to spot it).

Because it's telling the customer that if you don't think it's affordable you're not the target market.

Maybe - I can afford it while also having enough awareness that it is not affordable for most folks in general - I just find the glibness off putting.

for a 10kg foldable bike it is certainly affordable. Most of them (if not all) are more expensive