Probably paying for both name and quality, probably more name. Twenty five-thirty years ago Northface was really expensive and little known except among the true mountain climbers, now they are in vogue. I saw a piece on the news the other night about a young (twenty-something) guy who started a line of clothing named the South Butt :D as a dig at the elitists now wearing Northface. He can't keep the stock on the shelves its selling so fast. Northface is now suing him.