Alternative explanations (pick and chose any you like)

* High demand but limited supply

* Unable to externalize costs that wild/farmed fish doesn't pay

* R/D investments that needs to be recouped

* Small production with a lack of economy of scale

Oh it could obviously be this is a terrible product where its more important to appear environmentally friendly than to actually be so. But lets see where it is in a decade, with my current limited data it looks like a step in the right direction.