I don't know that SK's street price on these boxes is out of line considering they are constructed of aluminum in the USA, but I feel they've priced themselves into the "premium" box segment instead of the price point their tools fit in. Honestly, I don't know that I see the benefits of an aluminum box for shop use as 95% of tool boxes hardly ever move from their spot. Maybe aircraft or maintenance mechanics will find the lighter weight an advantage for moving around the hanger/shop? These boxes are really catered towards a small minority of tool users; I'm surprised they didn't come out with something that appeals more to the masses.
This.
The drawer layout is less than ideal for most mechanics, the lack of easy financing, no customization, and the face-to-face service of a driver are as big of drawbacks as the price. When Snap On promos boxes, typically a few times a year, a comparable KRL is cheaper, and an Epiq is not much more. If there's a shipping charge on these, the Epiq is likely to cost less.
I really like what SK is trying to do, but again I think they missed the mark. When you're talking about a toolbox that probably weighs 1500-2000+lbs loaded, the weight difference between steel and aluminum is inconsequential.
Build a quality steel box in the USA that HJE can sell for half of what these boxes cost, offer some different drawer layout options and colors, and success will be much more likely.