These guy's selling guitars...brand name mfg. are very aware of price points. They don't go to market with over priced product.
The Ric's are very well priced. I think their policy of "call for price" might hold them back sometimes but their prices sure don't.
Individual affordability and market pricing are not one in the same.
If I remember the normal selling price for the 4003SW was around $1500 on Musician's Friend. I had been on the fence about getting one, but the 20% off coupon was the deciding factor.
Is $1500 expensive for a Rick, that really depends. The 4003SW I got had some major QC issues. The fretwork was absolutely horrible, the worst I've ever seen on a bass (seems to be a common use with this model). Sharp fret edges on both sides of the fret board, to the point you can cut yourself. I liked the bass, so decided to dress the frets myself. Much better now.
What gets me is Rickenbacker touts itself as this proud, old made in the USA company, yet their QC department should be fired!
Honestly the best bang for the buck are the Japanese made instruments. I recently got a Craft series Bacchus 5 string Jazz bass. These are the ones made in Japan. The quality and craftsmanship of this bass is first class. Beautiful fretwork, not one flaw or issue. I have no problem saying it is on par with Sadowsky basses I've owned, and only paid less then $800 for it. Totally in a better league in regards to quality compared to Rickenbacker, which is a shame.