2x more than other premium offerings that often perform noticeably better, which I'd say are usually from BeQuiet, LianLi, and Phanteks.

But yes, sometimes up to 5x more than the comparative Arctic in common size categories where it basically trades blows for most metrics that matter. Arctic is seriously unbeatable in value:performance if you just need a basic fan without other QoL or aesthetic features.

120mm is the most competitive category, and it's the most obvious category how Noctua can't keep up with the faster iterating/innovating competition.