The price reflects the investment in technology. A Kia Rio costs $17k and a Volvo XC90 costs $90k. They both do basically the same job, both meet the safety standards of their respective markets, but there is a world of difference in the safety aspects of each. Would I prefer to be in a Rio (the car you are most likely to die in) or the XC90 (the car you are least likely to die in) in the event of an accident, no brainer, but can I afford to be in the Volvo? No.
The unfortunate, but realistic cost of being on the bleeding edge of technology, whether it be performance, safety, looks, whatever, is always going to be a high price tag. But trickle down will eventually benefit everyone. Wasn't that long ago, driver airbags were only available as an option on $100k+ cars.
Hell, the pompous jackarses who buy new C class Mercs have been saving our lives for years.