This is some really great butter. How do I know?
1. I've tasted it.
2. Other people much more knowledgeable about food tell me so.
3. They make it because their passionate about it.
4. It's sold in very limited quantities (not for the masses)
5. It costs a lot
6. Only three restaurants in the world (that I'm aware of) can get it: two are Thomas Keller's joints, including French Laundry. The other is the dining room at Keyah Grande.
The point is that they have figured out that you start with a really great product, deliver it with outstanding and personal service, make it exclusive and very limited. That gets people's attention.
You try it....if you can get it.