Because they've discovered that BS sells, it sounds good to those that have no understanding, so they pay the extra for what they think is a better system. The other thing with Heatable is they always use contractors (I'm not sue if they do local installs - they may), so that's two companies taking a profit, which means a higher price.
It's rife in the solar industry sadly, people are generally buying something they have no understanding of at all which is like shooting fish in a barrel when you have all these paid for reviews. Problem is honesty doesn't make money, and that is the crux of it they are taking their customers money so the rake in more profit, while the customer have massively overpaid for a system that likely could have been done for a significantly lower cost, and last the same length of time or longer.
I also wonder how many people don't bother fixing a single broken microinverter and just leave sat there with a panel doing nothing connected to it, as unless you get an alert it will not be noticed, and these are the people who won't micromanage a system, so will have overpaid in the first place and then have a system that is not running correctly. Will be interesting in 10 years to see what is happening with them, meanwhile string inverters will be available cheaper than ever, and plenty of spare parts with no roof access needed.