All vendors are doing basically the same thing: Trying to maximize the gross margin dollars that come in the door. That can happen with high prices and lower volume or with lower prices and higher volume. Pricing also depends on competition. A high price may drive volume too low. A low price may be unnecessary because the market is willing to pay more. This is basic (& oversimplified) microeconomics.
That said, price is limited on the low side by manufacturing cost and overheads. A price that just covers these things may well not be a price that the manufacturer will accept. End of product line. Another factor, though, is development cost --- specifically TSO cost. Someone who must pay high development cost will need to recover this cost in gross margin or he may be out of business."Sunk costs" are bills that have already been paid, like the TSO cost on an existing product. A manufacturer may choose to turn a blind eye to sunk costs in order to compete successfully with someone who is now selling a competing product without having to incur these costs.
The short version of this is that prices will depend far more on competition in the marketplace than they will on technical arguments or technical trends.
ADS-B is kind of a special case because it is a market that falls off a cliff in 2021. Price is likely to be chaotic as marginal suppliers struggle to survive, cutting prices, and industry capacity is limited by suppliers' unwillingness to invest in a dying market, tending to raise prices. Things will be very unpredictable. The best prices will probably come from suppliers who will die from falling off the cliff, leaving customers without warranties and without factory support for future repairs.