When it comes to pricing decisions there are many factors all of which go into the stew of the decision making. Why not price it at 10K? Because they know, or I presume they judge at least, that the market would not be willing to pay that price. You're right that professionals don't necessarily go out and buy every new camera. That is why they have to keep it in a price range that seem reasonable to the professional, or very high end amateur ("luxury market" as you say) and at the same time returns their investment costs.
I just got back from Macau, HK and Zhuhai, China. Amazing how many people were walking around with high end DSLRs including 3DS's, etc. I think it is somewhat of a status symbol over there and I have no doubt with all the money flowing there, a good number will go to luxury buyers who simply want the prestige of the latest and greatest camera.