Eventually they'll reach a point where they are selling it at the lowest price point they can, and still be covering their overhead and making a workable profit. That probably won't be $800. But it will be a lot less than $1,350 or $1,500. The only way they can continue selling it at $1,350 is if they are the only ones doing so.
And when it comes to high-priced film, the subject of this thread, we're now talking a short-term consumable. Not long-term hardware. So the warranty issue essentially vanishes. How many purchasers have ever discovered a defect in their brand new film and returned it for warranty service?