Boardshort Cost Question

So I was reading SURFING magazine today and they had a boardshort review guide for all the major manufacturers for this summers boardshorts (including Grubbs signature shorts from BBong). They had pics and prices for 200 new styles. I was shocked as I counted out of the 200 that only 17 were priced under $50. Most ranged from $55 to $75 with the most expensive being $99 from Hurley.

So it brings me to this question.....what's the max price are you willing to pay for boardshorts, if you are footing the bill? Who's buying the $99 pair?

Next question, how much do the technical aspects of the boardshorts really drive your purchase decision? For example, 4 way flex fabric, stitchless seams, superfabric, etc. drive the price.

Or do you buy based up overall colors and graphic design? Fit? Or are you brand loyal? And if the style you like comes with techie fabric then that's an extra bonus.