I would fully expect the quality of the APR hardware to be as you say, very good, and the price will reflect that (and a bit no doubt)
If some of them were'nt so up themselves it would reflect far better than it currently does. I know several other outfits who also claim there's is best, and then proceed to diss the competition, and thats just plain sad and when I hear it, is an instant switch off. If the products are good, then they will speak for themselves. There are plenty of knowledgeable people around in the industry from a whole assorted number of companies & all with strengths & weaknesses.
How do they sell them?
Some people are more into "perceived brands" and marketting materials, and not looking as in depth at the many other options... who knows. some people insist on Red Lable jeans, some just want jeans. go figure, each to their own.
I was pricing up a kit only yesterday for a guy, and the total for the parts & fitting came in to a hefty £8500, but included internals, lsd, uprated valves/springs, porting head, rods, big BT etc.......... The price of achieving 450+bhp aint going to be cheap if done well & properly.
I look forward to seeing it in the flesh.. its been along time coming... and the $64,000 question of its end price to customers.