OK, first things, first.
2-digits EBITA may mean 10 or 90%.
I think it's closer to 10,maybe 13% which is nothing special, when you consider the fact that EBITA is the profit before the indexation and tax.
So the net profit may be on the level of 7-10%.
I can't see any extreme greed here.

Concerning the premium product prices.
Premium quality it's not just a sexy design.
It's a lifetime, ergonomy, operation costs, endurance etc.
All theese factors are worth some money. And they cost some money.
When you put highest quality leaf chains on the mast, you have 3-4 years of peace before they extend. When you put some lousy stuff there, you must replace it every year.

My grandfather always purchased the expensive shoes from the best shoemaker in his town. And he always said, that he's too poor to buy the cheap shoes.