The same argument could be made of any of the "value" rifles out there...vanguards, the new Rem 783, etc....this is an "apples and oranges" comparison in that the X Bolt is actually slightly under rifles it actually competes with that are in the same class.
Guess that depends upon what's important to you, but I personally believe X Bolts to be among the best on the market and that the value for what you get is much more than a "name."
I have 3 of them and every one is very accurate (holes touching at 100 yds accurate-I'm not a competitive shooter, but seriously, what more could one ask for in a hunting rifle?)
Action very smooth (which of the Tikka's I've handled, while smooth, seem to have a lot of "play" in them, which was a turn-off to me), 60 degree bolt throw, outstanding ergonomics (magazine literally drops into your hand), rotary magazine, the way the 3 position safety works, lightweight, low recoiling due to stock design (I guess that's why anyhow-I'm always amazed at how low the recoil is on the .308 I have).
I've considered the Tikka's many times and am sure they're great, but when all the "extra's" the X Bolt's come with, to me, YES, they are most definitely worth the cost.