At one point the M&P Shield 9mm was going for $279.99 new (with rebate extras). I've seen new Walther PPS M2.0 ~$349-399. The Canik TP9SF $349 new, AMAZING trigger. I would consider any of those pretty hard over the SD9, unless the SD9 was considerably cheaper. I think that's where the market has put them, since so many other options exist.

Not a bad firearm at all, they simply do not demand a premium.