I wear merino wool t-shirts to bike to work because they don't get smelly, however, they actually wear out much faster than cheap synthetic shirts. I usually buy them on clearance/sale for $30-40. $70-120 is nuts for a t-shit. I also don't understand how that can be buy it for life anyways. Its a cloth shirt, maybe its decently made but any synthetic fabric will last longer (still not forever).

I have a couple sets of cotton t-shirts, about 5-8. Have had them for 5 years already, wear them daily and normally for 1, 2 Max before going back to the wash basket. Cost me perhaps 3€ a piece. I don’t see the need for these wonderfully expensive extravaganza...

As I said in my post, they don't get smelly so for me the $40 is worth it, they still last easily dozens of wears so the cost is minimal and I don't have deal with a sweaty smelly shirt in my bag at work. Also, I don't find a cotton shirt the most comfortable for active use.

The estimated monthly cost for that T-shirt is higher than kitchen appliances listed on the site. A mixer is rated at $2.73 per month. A fridge at $7.64/month is less expensive than two of these T-shirts. That T-shirt is clearly overpriced.

Utility of merino is not in them being super ultra durable. It is more that it is warm even when wet when you sweating and they are comfortable when exercising/hiking/whatever in bad weather conditions.

Also lightweight and doesn’t smell if worn multiple days

Yes. If I need a shirt that will be critical to what I’m doing, it might be worth it. Something to keep me warm in a critical situation. But I wouldn’t expect it to last me for life, just be high quality to not fail unexpectedly.