You are completely missing the point here - they are not selling slabs of salmon or basa fillets in coles. They are selling a premium sashimi grade product that is consumed raw. The nitrogen freezing process is to preserve the cell structure which is normally trashed by regular freezing and results in flesh that bears no resemblance to fresh fish even when cooked, but certainly not raw. That process is not gimmicky - it is a game changer, and allows sashimi grade fish to be stored and transported and stocked for periods of time, then consumed at a quality which is better than the freshest available non frozen product available to consumers. Try finding any sashimi grade kingfish available in supermarkets and fish mongers - when it is, the price is astronomical. You comparing their product to "other frozen restaurant suppliers" is like comparing a tesla model 3 to a Toyota corolla and saying the price is too high.
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