You definitely have to be dedicated to put out that kind of cash. I wouldn't pay it for a betta, but I only care about having a few as pets so a few bucks at the pet store is fine with me. I actually was surprised to discover that I'd paid $3.00 more for Kenny when I got home and looked at the receipt because he's supposedly a dragon. I got him because I could swear the poor little clenched-finned thing gave me a "get me out of here" look.
Then again, it's the same thing with lots of other animals. I'd never spend hundreds or thousands on a dog, as there are plenty at shelters, including purebreds, but people do it all the time. Same with horses, too. I paid under $1000 each for the two I've owned in my lifetime, but people spend tens and hundreds of thousands for jumpers, racehorses, etc.