A smaller battery is less expensive as well. If thinner helps bring the cost down, then I don't think it's just their design team pushing for thinner.
The Macbook Pro is around 50 Wh IIRC, which means if you replaced it with the most expensive cells I use it'd cost $17. And although you do pay more for different cell form factors (typically a decent amount more for flat batteries) the enormous scale that Apple operates at means there's no way the batteries are going to be a price concern no matter their size.