this is a strong point and arguable. Affordability is always at the expense of something in this crazy world, but here's how I see the equation. Its all about which of these tiers JJP/Stern focus on. Mostly thy pick from the bigger dollar options.
take deposits on a an idea for a game $
put out a working game $
make it fun to play $
have a recognizable theme $$$
make it a pop-culture theme $$$$
buy some of the licensing to that theme. $$$$$
put in extra code and toys $$$$$$
by lots of the licensing to that theme $$$$$$$
add a few personal touches and limit production $$$$$$$$

but it's real interesting to me that the industry has examples of all of these for sale on the market right now.
My money is in the middle.