They spent millions developing brifters, which were themselves only a high end product when they first appeared. Now it is difficult to find a BSO that hasn't got them and the same will be true for electronic shift systems. Ditto clipless, indexing, carbon fibre etc etc. If something is seen as improving performance people will want it and as development costs are recouped price to the consumer will drop.
As is the case with all new technology. Mind you, all hypothetical as there does not seem to be any will on the part of the UCI to allow other than the same frame design that was available in the 19th century.