Anyone can charge whatever they want for the product they are selling. Its their's to price.
The following quote from Dan Harden captures something fundamental in my opinion:
"Were the IP a new brand of car getting these kinds of positive results they would take over the market.
I do think that more than anything else, this is about branding and identity, the entity being branded is "Aiki". Which of the following is easier to market: "Dan Harden's training method"