The competition is too brutal; it's hard for winners to maintain their humanity.
For archery, you shoot randomly around the wall, and the staff then draws the target wherever your arrows land.
In other words, it's all about catering to the customer's every whim.
The products you buy at a premium are really a purchase of the marketing story behind them—of face value. The prestige that merchants package for you helps you deceive those you wish to impress. And the salaries of the merchants' employees are higher than others'; the extra amount is compensation for their emotional distress in aiding the deception.
Yet no one pays for unnecessary luxury. Everyone wants a 60-point product; every extra dollar you invest is a dollar you lose.