The inventor and original owner of the company didn't get it either, AFAIK. He resisted a lot of things that makes aeropress more expensive just for the sake of it. Well he had to cash out sooner or later and this became of it.
Now I might be talking out of my ass, based on half unremembered internet tales.
But here's my own opinion on this: premium aeropress is just for people to showboat they have money.
I would instead pay for big aeropress though. Makes it easier to share coffee.
Oooh I should try that