"Value" is not "price" and you do not have the ability to set perceived value for anyone other than yourself.
Exactly the point. "Value" is a purely subjective notion in that it is unique for every person. As there is no law compelling anyone to buy The Lars amplifier, its success or failure in the free market will determine whether enough feel its value is supported by its price or not.
It's worth rereading Art Dudley's thoughts at http://www.stereophile.com/artdudleylistening/listening_78/ .