I agree that Rich deserves the credit and compensation for creating this plant and making it available to others, who will no doubt, make money from his creation.
If you propogate and sell plants, or you sell seeds, you will make that money back in a season or three, and then have a number of kids on your own to sell, at which time you can even sell or trade the three or five fans that the original plant has become, and get a lot more money back, if you want. If you're a seller for a popular type of plant, $2000 - $3000 will almost certainly pay for itself. I don't know where the break even number would be... $4000? $5000? But rare plants sell for around $1000 several times a year on the LA. $3000 would probably be a low risk price if you are a seller.
If you are just a gardener like me, definitely makes little sense. To family, neighbors, and freinds that would see it in my garden, they'd be just as impressed with an older version that costs only $50-$150. But I definitely get why the people who are bidding on them are doing it. They are definitely Ca-chingable for the right sellers.