As a confirmed Bose hater, I still give the devil their due. They find a market niche and then climb onto the back of one of the world's best advertising campaigns and whip it to the finish line.
Joe Average (or most non-audio junkies) will see all the ads everytime he picks up a paper or magazine and hear folks like Paul Harvey plugging it on the radio and think, "hmmm, must be OK if someone like him likes it". Small footprint, high WAF and decent (not necessarily good) sound makes their product a good seller. They also advertise on many classical radio stations, so many casual listeners that listen in their cars figure it would be good at home as well. Face it, if you haven't heard better you don't know what you are missing.
So, yeah, their markup % is high from a production standpoint, but everyone who buys a Bose product has to help pay for all that advertising.
Walt