I agree, $70k is just getting a tad greedy IMO. On the other hand, I've always been amazed that my first LR, a 1991 RR county SWB stickered out in the high $40k range and 22 years later a 2013 base LR4 (even base had FAR more options and features and technology and dependability etc etc) was also in the high $40k range. Maybe they are just playing catch up?
Part of the problem is everyone 'needs' BS like monitors in seat rests, fridges in the consoles, baby Harp seal leather seats, etc. etc. I guess they wouldn't charge it if people didn't pay for it.