Yep. The goal is to build huge amounts of hype and demand, get their hooks into everyone, and once they've killed off any competition and built up the walls then they crank up the price.

The prices now are completely unsustainable. They'd go broke if it weren't for investors dumping their pockets out. People forget that what we have now only exists because of absurd amounts of spending on R+D, mountains of dev salaries, huge data centers, etc. That cannot go on forever.