At the risk of going way off topic, where is the value in the 11k price tag? I'm sure the engineering is pretty good and the components are decent (rolhoffs aren't cheap). But I can't see 11k worth of bike. I don't know how much a folder like Brompton costs but what extra do you get with a Moulton for the money?
You can ask the same of most bikes. Even a three grand bike has less technology, materials and equipment that an equivalently priced scooter or motorcycle.
For £11,000 you could pick up a decent car, with electronics and far mire sophisticated gearbox , doors, airbags, roof, windows and four seats.
Its worth what folk are prepared to pay and is justified using the same rule for its equally overpriced individual components.
£2-3000 for electronic gears on a road bike. My cars gearbox costs less than that...fitted! The components in an electronic shifter system are basically a solenoid, a switch and a waterproof housing.