Totally agree mate they aren't cheap and possibly are a tad over priced but .....
I previously had the gen.1 speakers and gen.1 sub which I was really pleased with and made over half my money back on eBay after 4+ years use which I thought was terrific.
My previous Sub also had a catastrophic failure out of warranty and B&O supplied me a brand new one free of charge so that incident kinda bought me into the brand big time - great customer service over & beyond.
With service like that it does give me confidence in the brand and whilst ever they meet my needs I'm happy to stick with B&O.
Kef were my second choice though - equally great brand. I last upgraded 3 years ago so they may even edge the B&O's now. The B&O sub is a great bit of kit though. Even against 2 Kef subs it stood its own on a direct comparison - tbh both systems really good and you won't go wrong with either.
There is some great choice on AV kit though ... a lot easier than buying cars lol