I agree with BDL. That was not a great analogy. Rolex vs Timex?? :) Come ON!! Never mind that a Mercedes "ain't what they used to be". People who buy a Benz these days are usually misinformed "d-bags" IMHO. They buy them now solely for the reputation they still think exists. But I digress...
I think the reason why Fujiwara san's knives command such high prices is more than simply because they are hand made by him personally (4th gen). Perhaps there are knife making competitions as there are sword making competitions judged by organizations like the NBTHK or NTHK. And has been awarded a ranking.
Moritaka knives have an even longer linage. 13 genrations worth. Their knives are currently made by "26th swordsmith" and his 2 sons who are also swordsmiths (27th and 28th swordsmiths). Are they ranked? I don't know. I would say they should command even more respect due to their history. Yet their gyuto's are roughly 1/10th the cost. Perhaps the 13th gen Moritaka's don't complete? Or compete and have a lower ranking? Who knows.
Or maybe it's just marketing that's given him (Fujiwara san, 4th gen) more cache than his many competitors who also hand-make their knives personally.
I do like his unique blade design with the notch in the heel of the blade by the bolster. I wonder if that is his signature design and/or if there is a functional reason behind that.
Perhaps one day I'll buy one to prepare my wagyu steak dinner. :)