Well people have paid that and more for similair products.
Mora = decent (not excellent) quality for a low price. If I would want a high price knife I go to some other maker known for top quality.
Well manufactures have known to be able to move from market segment or add a marker segment by having different lines for different quality/price points.
It takes some use to, that the budget brand now has more expensive offering. I have not seen this knife in real life, but if the quality is up to the $100+ quality point, than it could be a just another new option.