It's a relatively new market so its possible flavours will evolve as farmers and roasters mature their experiences with the product. And I would expect the price to level out once the novelty of sampling it has passed.

But yes, living in the self-appointed 'coffee-snob' capital of the southern hemisphere, I do notice that fancy single origin roasts that dazzle the experts often leave the average man in the street underwhelmed "It's nice, but..."