If it's a great beer, it will indeed sell.
And yes, it has a lot to do with consumer perception and the prices for comparable offerings. Founders is great, and if they are priced lower than inferior competition, it actually sends the wrong message about their beer. Not to mention undercompensates them for making better beer.
And bombers...
It's amazing how bombers can get people to pay more, by selling an illusion of high quality, then setting a high price expectation. Trader Joe's sells some pure crap private label stuff in bombers for $4-8. And because it's in a bomber, that looks like a low price compared to what else is in bombers. But NOBODY would pay $2-4 for a 12oz bottle of the stuff.