Well, it has been a couple of years since I've been through this, so here it is again:
There are lot's of costs involved in using 853, starting with the tubing itself as it's an awful lot stronger than cromo (about 40% stronger) and it air hardens after welding so the welds perform better. All this means I can build a really tough frame for not much weight. The new Soul can take 140mm forks, and yet I'd say at a conservative estimate it's 1lb lighter than a 456 and 2lbs lighter than a Summer Season. It's the lightest long travel steel frame available. It is hard to work with, and you do get charged more for that. The factory wears out reaming and mitring tools more quickly. We also specify certain weld procedures to ensure better quality, but this costs too. The paint finish is a 4 stage process. We include a Hope seat QR, shipping and a chainstay protector in the price. We aren't just an online seller – we have about 15 dealers all of whom can offer build ups, demo rides and servicing which are all things we as a direct seller couldn't. We're about 50/50 dealer/direct sales these days.
And we pour a lot of awesome into them too 😉