Everyone wants to be able to not just charge the luxury price, but actually reliably bank the luxury price, customer after customer, week in, week out, with no complaints or refunds, but without offering the luxury experience. 'Luxury' doesn't have to be unique, exclusive, or out-of-this-world 'special'; what makes something a luxury experience, and has people choosing it without thinking about it, even when a very similar experience is available from a nearby business charging 50% or more less than the luxury item is that luxury = zero friction. The experience of minimal friction is why people will pay half a week's groceries cost to have a single meal delivered to them; for those people, the friction of identifying the meal you want to eat, pulling out/buying the ingredients, prepping and cooking them, and cleaning up afterwards is more friction than they can handle at that moment; in contrast, putting in an order and waiting for it to arrive is very low ...
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