For me, there is a big difference in "cant afford" and "dont want to". Anyone that could afford to spend all that money in the first place could definitely afford to spend a little more if they wanted to, but the question is do they see value in it.
This is the same discussion people have about $5 or $10 smartphone apps being "too expensive" for someone who is buying a brand new car. They obviously can afford it (there is no way a person who could afford to buy a brand new car couldnt afford a $10 smartphone app), but what they are actually saying is "I dont see the value in XXXXXXX, at the cost of YYYY".
Once you replace "afford" with "Value" then the discussions make a lot more sense, because different people see value in completely different things (and thats ok, for sure).
This is what I had to do for myself, anyway, because it used to bother me for some reason to see people saying "I cant afford it" for something they obviously could (like a $5 smartphone app, or $10 premium connectivity monthly).