Gross oversimplification of the "Mac" consumer. I use Macs and PCs every day and have worked in the computer hardware business with a specific focus on gaming (Newegg) and it's not that people who buy Macs don't realize they're paying a premium, it's that they value more than "equivalent" speed.
When I have a notebook, I don't want it to weight 10lbs because I'll be walking around with it. What's the point in having a fast notebook when you dread taking it around with you? I also appreciate the design aesthetic and the "it just works" feeling I get when I use OS X. The battery life is great, the laptop is portable, the design is beautiful, I get the job done. That's why I use my Mac notebook and that's what I'm paying for.