First, hopefully the thread title is tongue-in-cheek. The wax costs a LOT more than the Shinex and is a consumable. I think the use of Festool is a testament to him using the best instruments and products to get the best results.
This guy has found a very niche market. He is billing himself as an expert in his field. And, he's catering to people who want the very best and can afford it. Sounds like the 7200 pound deal is the highest, most extreme pricing scenario. I suspect his average price is much lower, albeit still more than any of us would pay (or could afford to pay) to have our car detailed.
What is something worth? Well, it's worth as much as someone is willing to pay for it. He wouldn't be in business if he didn't have clients willing to pay his prices.
Maybe it's time for me to consider a change of careers... [scratch chin]