Generally thats because people compare the MSRP to online prices of other competitors. When you go online and look at the prices you can actually get, its not near as bad. Not to mention their build quality is second to none. Seems pretty fair to me.
I know that you can find JL equipment at semi-reaosnable prices online, but it's "grey market". No way would I buy high-end equipment with no factory warranty. JL hates when you buy their products from unauthorized sellers.
JL Audio - Car Audio Systems