Such considerations aside, it's quite possible that they'd make more money if they priced it lower. I would think the potential market for a $20 or $30 editor is much larger than that of a $70 editor.

Then again, I assume they considered this carefully and made an informed decision when they set their price point. I'm definitely in the "I'd buy it if it were cheaper" club, though.

Agree with this. If it's the best tool it's not that much money. But the other argument is: is $70 worth the change in productivity compared to other similar products? In that sense, comparatively, it could be considered overpaying. But to each their own, and I'm sure for some that answer is "yes".