Yep. Also basic econ: there is no absolute value, only perceived value. People often perceive value through comparison to similar objects or services. So whether or not $20 a disc is "pocket change" to some, people are going to compare the Luna to options in similar plastic grades that cost $10-$11 (like a KC Pro Aviar, Jawbreaker Roach, X-Line Roach, etc.). $20 may be perceived as expensive unless there are some other features about the disc that are perceived as making the extra cost worthwhile.
Tangible justifications for the extra cost might be: flight, feel, and wear pattern of the disc are unique in some way. Intangible justifications: supporting Paul McBeth, new and cool factor, feeling more premium due to paying more, etc.