I'm in agreement. Just about any TV or online entity that sells factory knives, will greatly overly inflate "retail price" to make you think you're getting a bargain....when in reality, their "sale price" is usually higher then elsewhere.
As has been stated, most here are Bladesmith/Knifemakers, and we tend to look upon outfits like the one you're talking about with disdain, because we know that those who choose to buy from them are more often than not, being taken.
What you have to understand is production type cutlery is a totally different world then custom/handmade cutlery. Factory knives and Knife factories are driven solely by profit. The least expensive materials and methods, to meet a minimum standard, that can be sold for the highest profit margin.
Custom/handmade Bladesmiths/Knifemakers are generally sole proprietors, and they tend to be more about quality throughout their products. We also know that our name is going on every knife we let out of the shop, meaning that if we allow a knife out of your shop, that isn't to the highest standards, it could cook our goose. The most difficult thing in the custom knife world to achieve is a good reputation. It can literally take DECADES to establish, and it only takes on substandard knife getting out of the shop to destroy it. Any Bladesmith/Knifemaker that is worth his/her salt....places quality and craftsmanship above everything else in their knives.
Of course the other aspect is the different levels of the amounts of money involved. You will pay what those who are uninitiated to customs feel would be extravagant amounts for most custom/handmade knives. The problem the custom knife world faces today is the huge popularity of knifemaking, and the associated amount of "KSOs" (knife shaped objects) being produced and sold by people who have watched a couple episodes of Forged in Fire, and think they are experts. Unless a person knows they are dealing with an established Custom Knifemaker, my advice is buyer beware.
Whether you're dealing with factory or customs, it's always a good idea to educate yourself, which is often the most rewarding part of collecting anything.....the education.