I was once debating between granite countertops that ranged from 5k to 10k—like it was a make-or-break decision for my budget—only to walk into a home where the owners start rambling on about how much of a pain it was to get custom wood countertops imported from Brazil, sourcing the same industrial kitchen range that michelin star cook cooks use, industrial fridge/freezer setups, marble floor tiling, and every single top-of-the-line thing in a kitchen you can possibly think of.
Considering I spent 25k on a modest kitchen with brand new top of the line Samsung appliances in a fairly large house in a "high-income" area, I’d say these folks are spending 4-5 times what I did. And honestly, my guess might be an underestimate. The elites and upper-middle class have DEEP pockets.
Obviously there is more hands-on involved the cheaper you want to go.
Also "full" is probably doing a lot of lifting here. He likely didn't do plumbing for the kitchen from scratch nor electrical.
If you just need to replace cabinets + appliances, there's no reason why you can't get any kitchen done under 30k.
When you have a customer base with 1000x average income, you will rapidly find there's a 1000x priced option... even if it's only 2% better than something priced 10x average (or often, simply labelled differently).