In a word, you're paying for hope. As for what goes into that, the actual cost to roll a driver of an assembly line is a couple hundred bucks, but drivers don't make themselves. Everyone is chasing better and while the manifestation of that is often just a yard or two, finding it is expensive. Cynical golfers like to chalk everything up to the cost of marketing, but the reality is research costs money. In addition to traditional golf design roles, the larger companies employ aerodynamicists, material scientists, and teams of people whose job it is to look for stuff that might work 5-10 years from now. So, yeah. You're paying for materials, a ton of human capital, retail margins, and yes, marketing too. If you want to know what it really costs to make a driver, I'd wager that when PXG does one of its price drops, you're seeing something pretty close to a break-even proposition.