PD doesn't set them. That would be SCEA/SCEE/SCEI that would dictate what the prices would be.
Isn't Kaz on the board of Sony's computer entertainment division? iirc read it somewhere.
GT is PD's baby, and with Kaz's clout within the organization i would imagine they could decide on their own pricing policy.
Regardless, I don't think the pricing is too steep, (PD do make stunning premium cars after all), but they don't excite me at all so im going to pass on this one.