If brand X tire company could make a tire that performed as well as what we use now AND last 10x longer than what we have now do you think we would be paying current prices? From a business standpoint would that make sense for them?

I'm not saying the sticker shock of a $100 PT isn't there, or that I like it. I'm just saying look at the big picture from all sides before claiming "why are we paying $100 for something that should cost us half that".