I run into simlair problems in software development, some clients want the latest and greatest right away, request to code to in the customers hands can be as little as an hour. Other customers want regular releases once a year or even less. I like the way that Awesomatix provides a stream of updates instead of batching them into kit releases once a year.
The A700 is an advanced car, it has more settings and potential than anything else available, it also requires more of an investment in setting it up properly, learning about the parts and their effects. I don't think in the long term it is more expensive than any other tier 1 car out there. To stay current with one of my non-Awesomatix cars I've had to buy two complete new car kits in the time I've only owned one A700 and spend less on keeping the A700 current.