That Aulani is incredibly nice should come as no surprise. It’s virtually brand new, has staunch competition from real-world luxury hotel brands on Oahu, and does not benefit from its proximity to a Disney theme park as a convenience-advantage. To the contrary, it’s a bit removed from Honolulu and Waikiki Beach where most of the major players are (having stayed in Waikiki and the upstart Ko Olina where Aulani is located, I’ll take Ko Olina any day of the week). Plus, in the more adult market of Hawaiian vacations, the Disney brand doesn’t have quite the same pull as the name does for families traveling to theme parks.
In other words, Disney had to come out swinging for the fences with Aulani in order for the resort to be a success. Fortunately, Disney did exactly that, and while the resort does command the typical Disney premium, arguably for what you are getting, it offers a significantly better value than any of the theme park-adjacent hotels in the United States.