You dont pay a 'premium' for it at all.
Name another ECU, with as much functionality as this (maintains all the standard computer functions ie cruise control, mpg calculator etc) that comes with a base map thats spec specific, and that can be fitted as easily by anyone with no real wiring knowledge, for cheaper.
As if such a thing exists id be interested to hear about it.
People on here bleat on about the gen90 being overpriced but are happy to pay nigh on the same amount for an inferior product.
edit: and any ECU that needs splicing into original loom and needs the stock ecu keeping is a hugely inferior product so dont bother mentioning them