Subjective. In a lot of cases, I do think it matters more to the angler than the fish.
Most of my hard bait fishing can be covered by some lure that rapala makes, and for me, that's my starting point, not just from a niche but also from a cost stand point.
Like most of us I've got a lot of lures and when something new comes out I compare it to what I already have (and what is already out there). We've all got our price points. I'll pay a certain amount for certain types of lures, for certain types of fish. Some would think I'm nutts to pay X dollars for Y to catch Z, and others might think I'm nutts not to pay $X for Y to catch Z.
For the most part I've got enough lures to cover the types of fish I fish for and the places I fish them, and the ways I fish them. Mostly I'm replacing lost lures or expanding colours for "good" ones. So I don't spend as much per year on lures as I once did.
I do also factor the "cost per fish" as well. A hard bait that will last for years is not the same (to me) as a soft plastic that will only last a fish or two.
I see this lure slotting into a spot that I already have a number of lures (big husky jerks and x-raps for pike) so this will compliment that... and it is something I know my brother doesn't have.