It's not really prohibitive. I currently have 6 hoodies with logos on them that were over $50. Most of them are snowboard companies, 2 are colleges. I've probably owned another half dozen similar ones in the past.

I enjoy wearing them for reasons that have nothing to with function. Does it keep me any warmer than one you get at Walmart? Of course not.

There are certainly people that will pay $80 to make a statement that they wear 'the best possible' clothing.