Whatever the reason, the reality is that different bakeries’ matzos taste very different from each other.
One of the local (tri-state area) bakeries has been charging an exorbitant amount for their matzos the last few years. There are obviously enough people who are willing to and able to pay a huge premium for matzos they like better.
For someone who can’t afford it, I believe you can get hand matzos with reliable hechsher for $15 per lb. and under in Costco and Bingo.