Seems a bit contradictory
I don’t think it necessarily is. personally I don’t think the barrier to MTB is money I think it’s fitness. Mountain biking is hugely enjoyable to lots of folks, but a hard sport to do well at. It takes a certain level of fitness that many haven’t got the time to keep up with. Once you’ve got it, a 16kg bike isn’t really much of hinderance. Lose it however, and it soon becomes a slog.
The other part of this is the thought that lots have on here and other sites that e-bikes are prohibitively expensive. They’re not. The £10K plus normal bike has been with us for what? A decade, maybe more, and every year there’s more and more of them. Specialized sell every single S-Works bike they make, and the £8-10K market is bigger again. E-Bike have two major advantages…They’re affordable as a MTB in the same way the 5 years ago you couldn’t move for Bronsons and Nomads, and you don’t have to be (as) fit. For the aging demographic in recreational MTB, these bikes are perfect.