“There are obviously enough people who are willing to and able to pay a huge premium for matzos they like better.”
I am one of those people
It occurred to me that perhaps as a limud achus, maybe there is a hiddur to have tastier matzah?
Based on Rashi Pesachim 99b כדי שיאכל מצה של מצוה לתיאבון משום הידור מצוה
and perhaps the Geamra Pesachim 107b* רָבָא הֲוָה שָׁתֵי חַמְרָא כּוּלֵּי מַעֲלֵי יוֹמָא דְפִיסְחָא, כִּי הֵיכִי דְּנִיגְרְרֵיהּ לְלִיבֵּיהּ דְּנֵיכוֹל מַצָּה טְפֵי לְאוּרְתָּא
Would you buy such a sevara ?
(* Though I understood peshat there that Rava wanted to eat MORE matzah not necessarily with more of an appetitie.
I wrote a shtickel on this years ago prompted by a disagreement we had, as to whether there was an inyan/mitzva to eat more than a kezayis of Matzah. Some achronim bring a rayah from this Gemara (avnei Nezer) that eating more is a mitzvah though others (moadim uzmanim linjed on that page) say not muchrach)