Ignore the supposed MSRP, $2199 is the actual price of the 2018 Thunderbird. It was $1999 but Gibson just increased prices on guitars and basses
Rickenbacker's list prices are $1829 for the neck through 620, and $2199 and $1899 for the 4003 and 4003S, but most dealers discount off that, anywhere from 15 to 30% off list. Of course Gibson could compete, they just choose not to.
I've seen the Antique Olive in person on a Strat, I really like it.