Boeing does this with their seats in the factory too, they put a picture of a Lamborghini on the seats since they cost the same.
EDIT: Yes, it's hard to believe a seat costs the same as a Lamborghini, that's exactly why they put the picture on it. This is mainly for the first class seats, though rows apparently cost about the same too.
The commenter above could have been saying the seats cost the same as Lamborghini seats, which is plausible, or that it costs the same to print a picture of a Lamborghini onto the packaging as it does to print a picture of an airplane seat, which is true. There are many plausible ways to interpret their statement as being correct, but I don't think they're saying any airline seats cost $200k.
It's hard to say how much anything actually costs in aviation because no one pays list price and are outfitted per the buyers' specs (why airlines all have their own in cabin look). Discounts are usually north of 50% off "list". Economy style seats don't have a lot going on and definitely don't cost the same as a Lambo.
You can even buy your own if you want to be uncomfortable in your own home:
Actually they do. The drive to make thinner and lighter seats means lots of exotic materials can go into them. If the seats include in-flight entertainment devices, that'll increase the cost too. Plus the seats still have to be certified to the same stringent safety standards as the first-class seats.
Of course the claim was that a row of economy seats costs about what one first-class seat does. I think that's believable.
You could very much imagine that the cumulative cost in project disruption and inspections if a row of seats arrives damaged and then fails safety checks would easily exceed the cost of a Lamborghini.
True. I wasn't saying for sure that was the price. I just wouldn't be too surprised if it ended up averaging out somewhere around there between economy and first class seats. Things you wouldn't expect can be weirdly high priced. Aircraft are just one of those things I could see just about everything being more expensive than you'd think. If only because there's less manufacturers specializing in aircraft parts and the companies buying them tend to be those that have enough money to be buying parts for aircraft.
Given that the airplane manufacturers typically aren't the ones selling the engines (or the required maintenance) the list price is for the airframe itself. I believe Chrichton touches on this in his book, Airframe.
I heard about also over 10 years ago, some airplane maintenance companys print things like cars and houses on spare parts, so people know about what they cost.
EDIT: Yes, it's hard to believe a seat costs the same as a Lamborghini, that's exactly why they put the picture on it. This is mainly for the first class seats, though rows apparently cost about the same too.