front

1. Section or side of a building or land that faces a main road and usually has the main entrance, or opens out to an open space such as a beach, corridor, or courtyard.

2. Organization created or person serving to conceal the true activity and/or identity of person(s) in control.

3. Line of intersection, or the transition zone, between two air masses of different temperature and/or humidity.

If something is priced high, that does not necessarily mean it is of higher quality. More often than not, it just means it cost more to put it in front you in hopes that you will buy it. Other times, it could just mean somebody is greedy.