Some people are just thinking of them strictly in terms of being a Gibson copy and are expecting similar pricing even with premium tops and are not making an apples to apples comparison. Gibson doesn't even offer tops like this so there is really no price comparison.
Overall, they're where I was six months ago: looking for a cheap way to build the same guitar and finding out that they are only cheap relatively speaking. Once I started looking more, I realized what I was getting and came around. That said, I do think some of the $995s are a bit much, but, as Gregg said, they're still flying off the shelf, so obviously they haven't gone too high.