Wow, there is a good amount of price hike with imports in Europe. VAT is a BIG factor I'm sure. The Ford Focus starts at £13,990 and the 115i £16,410 (but that's still spot on because I quoted the 128i which is still over £28k). In the US taxes are pretty low vs Europe where most countries (bordering on socialist/Marxist financial systems) take a good chunk out of imports and almost nothing from exports.
Anyway, I digress. The point is still valid in the US and you got the idea in any case. The perception of PC/Vista advocates is that with Apple you are getting less whereas, Apple enthusiasts affirm there is intrinsic value that cannot be calculated in terms that seem to satisfy PC advocates (e.g. no viruses, better support, better build quality, less time spend updating, less time spend debugging, higher customer satisfaction, UNIX based, next gen file system, unique feel...).