Set price too low to be truly rare luxury show off item, but high enough that expendable income is necessary for first movers. Trade in kind by "gifting" to influencer types: the pop science tech nerd ones to legitimize it by scrutinizing current downsides, the effortlessly luxurious ones to establish it as a brand, and a few mom-core ones to seed the aspiration). Develop better versions from the initial data, drop prices a few times a year via holiday sale or via model deprecation, keep current model pricing high. Develop 3rd Gen and introduce "pro" tier. Very tried and true strategy (many step omissions of course) and imo they nailed the price point for initial show off. It's not really affordable for its market but it's also not unaffordable if you consider the costs of what it would replace if it turns out to work!