Would you rather sell one $1 product to 1,000,000 people or one $100,000 product to 10 people?
1 million customers bring 1 million potential tech support issues, 1 million overhead charges, and 1 million transactions that need to be processed.
You can take care of 10 customers and treat them like the kings and queens that they are.
Bottom line is that your company makes the same profit (probably more due to less customer service and transactional fees!) and you don't need to stay up all night struggling to care for a million customers.
How do you charge $100,000 for your product? Become the best at what you do and never stop until you get there.