I agree and disagree with your comment about EB's FA pricing.
I agree with you that and I would not pay full price for first ascent gear. The pricing is too high and I can get by with cheaper gear. I do not equate them with Patagucci or other similar high end gear lines. When my current puffy gives up the ghost, I will be wearing a FA puffy similar to yours, but I will pick it up from the warehouse store for at least 50% off retail.
I disagree with you because I don't think you and I are their intended market.
I think they started FA because they saw how much of a premium Patagonia/North Face and other outdoor brands were charging just for their names. Since they are already a respected clothing brand, they thought they were halfway there already. They can put FA gear in their retail stores and people will pay the premium (over and above what they would pay for a similar EB branded item) because it aspirationally associates them with high adventure mountain climbing, even though they never intend to use it for that purpose...
Kinda like all those people who buy jeep's, but never take them off road....