The fanboys don't want to see that if Tesla prices the battery portion of their car at multiple of cost, then competitors (used to pricing ICE drivetrains at modest profits margins) can undercut them easily on total car costs, even if they spend ~30% more on their cells (which are maybe 60-70% of pack cost).
If VW (a very popular brand, like it or not) is happy to purchase packs at say $250 vs $190/kWh, and price them at normalized margin towards the cost of a car, they could offer a sortof ePassat that's just lovely at the price of a Model 3. And it would make them the same money as a smelly ICE Passat.
As VW has a customer base that is much more BEV-sceptical, hey'll have to (out-)do what Tesla did for the early Model S adopters in 2012, go high on range. And if they priotize that over cost (so much margin anyway) and luggage space (no new VS's with frunks since the original Beetle?) they could evven make a REALLY long range car shockingly affordable.
If alll you care for is range and you buy a Tesla S100, you need to also buy the D (costly), and the option package attached (very costly). VW could make a 400 mile ePassat and sell it for, say, $50k. The Model S has less range and costs double.
Eventually, when such cars actually start to come to markets and compete with each others (you CAN bargain with traditional car dealers...), Tesla will need to respond. Both in range offered and price. But I'm sure they'll enjoy the Apple-like margins for as long as they can. Certainly now they're (claiming to be) production limited.