I suspect people are swayed by brand and may have limited experience of other products or the knowledge to properly asses/understand the difference.
The Arcam is no better or worse than many Blu-ray products. If cosmetic continuity with other Arcam product is important then it may be worth the premium for some.
The danger is when "brand name" alone becomes a factor in performance i.e. a "cheaper" brand that tweaks the image often generates a different reaction to a "premium" brand that applies the same tweaks. I've seen and heard the Arcam but I'm looking forward to a credible, dispassionate and detailed review.
Avi