Rain
Getting my Gibson is about me being a purist - some guys dream of a particular Ford Coupe or a Cadillac or whatever. For me it's a Gibson LP. In this case, tradition is more important than useful gadgets.
Which answers your original question -
Gibson creates products for a variety of potential customers - Epi's for kids and working and/or cost-conscious musicians, high end for people with money to spare.
In the middle they seem to have decided to add functionality that the Epi's and clones don't have and also are perhaps making their guitars more readily in-tune than the competition in the Guitar Centers of the world.
And for purists who dream of a traditional LP, maybe the dream is compelling enough for a number of people to pay a significantly higher price.