To answer all of your questions:
1. The quality of the fabrics (waxed cotton, supima cotton, baby ripstop, wool, cashmere, primaloft, etc...) are all excellent. None of those fabrics were cheap. The horn buttons and RiRi zippers are expensive and durable. They will most likely last a lot longer than your regular Jo-Ann Fabrics or Hancock's YKK zippers and plastic buttons.
2. The pricing is decent. (They are posted on their website now: www.aetherapparel.com
) I'm not saying I can afford any of Aether's stuff right now, but the time that went into the design and the cost of the trims, fabrics and the treatment (dying, wax coating, etc.) is really amazing. Believe me this is not your regular streetwear or just anything you can find anywhere. Period. It is a new concept. You really won't find anything like it anywhere else. I interned with them and they are really coming up with something new and high quality here.
3. Not only is it great quality, but you'll also look and feel great as well. Now that's really hard to find...functional AND aesthetically pleasing AND comfortable. Honestly, if I had the money (and I was a guy) I would buy one of their jackets. I love outerwear. But the advantage I have is that I've seen the actual garments up close in person, so I really know how good all their stuff is. The pictures on the site are good, but they don't do justice. (That's why I've always hated shopping online) These pieces are not something you're just going to donate to Goodwill in a year or a few months. They are the kind you keep for a while because it's not just following trends or a fad.
And lastly, even though I was just an intern for them, everybody behind Aether is super nice and really laidback and genuinely nice people. There were a lot of cool perks interning for them. In the fashion industry, that is also really hard to find. Everybody knows the stigma attached to fashion and how superficial and snobby people in the industry can be, and I don't blame them for being that way, but everyone at AA is really nice, even the fit model. Supersweet guy, not just a pretty face.
So anyway, have your opinion, but I just gave you mine to help you think otherwise.
Just remember: Quality, Function, Comfort and Aesthetic all in one is really hard to find ANYWHERE. Sometimes paying the price for something rare CAN be worth it in the end.