Wouldn't surprise me, as Lufthansa spent ~$1Bil on designing new first/business class seating for their range of planes.
Might seem like a crazy amount, but the pad is a big part of the experience(much like airplane seats); don't want to cut back on that shit.
Full scale testing multiple concepts at ~100$k a seat + hideously expensive component testing (hello 100$ contacts). Testing subsystems, software, materials for god knows what == moneh. (Oh and that figure inlcudes the manufacturing and installation of the seats, 7000 of them. And the snazzier ones set you back more than 100$k, crazy, huh?)