Yes, and walking around a car show, you see so many supercars using Pirelli P Zeros. I guess all the rest of that concept car is so much hot air.
There's a myth that's promulgated by both extremes in audio - that top-end audio is built with no consideration toward objective development. It's fantasy; belief in the Black Hats of audio looking for rich marks on the one side, belief in the designer as magic audio wizard on the other. This is nonsense on stilts; a company like Focal makes very well engineered, well researched loudspeakers. If it does this at the sub-$1,000 per pair level, why would it suddenly decide to abandon its R&D when making a loudspeaker that costs 200x as much? The same (but without the same bandwidth at the lower end) applies to brands like Kharma, Magico, Marten, MartinLogan, and Wilson.
Why is this a problem? Because cynics cannot differentiate between the products that are made with an eye to R&D and those that are just expensive for their own sake, and just pour scorn on the whole damn thing. And because the foo folk are upset by the idea of potentially dozens of man-years of work on a project, preferring instead the 'it came to me in a dream' fairytale. In both cases, this stops some brands from playing in that sandbox, and everyone suffers. Personally, I'd like to see the likes of B&W follow the likes of KEF and Focal in aiming very high, because the product line throughout improves as a result of the R&D spent in that high-end.
And if you want to know which of these super high-end brands are not very good. Look to the ones that don't get reviews or any other form of coverage anywhere. Ever. The 'no thanks' products that none of us will touch because they are cynical products designed to extract a lot of money from a few whales. The 'your money's no good here' (and not in a nice way) brands that we tell the advertising teams not to bother with, under the 'if you lie down with dogs...' rule.