Absolutely - this morning on my ride to work I saw a guy with the $19k new s-works epic. So they have sold at least one of them!
Everything is relative - an average bike is $4-$5k , an average e-mtb is $6-$8k and at these levels average is in terms of spec , not necessarily performance
A 'Fancy "bike , E or not is gonna stretch to $8-$10k and there are lots of them about .
Go for a Niche Brand and name your price ....this is not true but using man-maths !
If an average house is $500k , a $10k pushy of what ever ilk is cheap , bung it on the mortgage won't even miss it .
( not condoning this , but credit is cheap ..... just saying )
Cycling - road /mtb whatever is like the new golf - but more family friendly .
ps - i am very frugal and tighter than a fishes bung hole - so for me to buy a more expensive bike than i already have , it has to be tempting ...or just look awesome and scare me when i ride it down hills and thought the forest !