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Is Price the only criteria of quality?

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Is price the only criteria of quality?

http://www.dallasfood.org/modules.php?name=News&file=article&sid=87

The above Nokas chocolate costs 1,300% of retail price! 

Many people link quality with price but isn’t this stretching the point a bit too much? Quality yes but this is not quality this is premium or monstrous premium! In India, I pay 80% of the retail as Luxury tax for drinking the Champagne:- I would like to think that as premium but Noka , ….?!!!!