Each company offers a very wide range of products. If you want the absolute latest and greatest then it is, for each company, quite expensive. Bear in mind a lot of those latest and greatest will be purchased via an upgrade from a previous back at above the market value for that back, and therefore not a ton get purchased for $30k.
But more to your point you can get a NEW
Credo 40 with DF+ and 80D lens for a hair under $13k. Yes, that's a promotion and not a permanent price, but the point stands that Team P1 offers very very good products at a wider price range than the flagship models.
Also remember that most Team Phase One Dealers are speciality value added partners that spend a lot of time and effort to provide a good range of
pre-owned digital backs which can go down to around $5k for a back+body+lens with a warranty and dealer support/training/testing/rental-towards-purchase (it's hard to be more specific since pricing here is a lot more fluid since inventory changes nearly daily and a lot depends on shot count, mount, warranty, and condition - and posts on the internet last forever; we don't always have a kit that low, but almost always have something in the $6-$8k range).
These kits offer a point of entry into medium format for many customers who then later upgrade. Since Team P1 products are modular they can upgrade just the lens (e.g. from an 80 non D for a 80LS) or the body (e.g. an AFDII to a DF+ or from H1 to H4X) or just the back (e.g. P30 non plus to a Credo 40).
So while there are offerings at $30-40k (as Steve has rightly pointed out, this is the price range we've seen flagship models at for the entire history of medium format), there are also new offerings down in the $11-$14k range and pre-owned offerings of backs that still easily beat a 5DIII in image quality and have a wide variety of usability/flexibility advantages* over a 5DIII (e.g. tech camera, view camera compatibility, sync speed, WLF, C1 tethering speed, etc)
*Obviously the 5DIII or other dSLRS likewise have many usability/flexibility advantages like higher ISO, video, IS lenses, etc - no need to rehash these here. The point is that there are very compelling reasons to go with a pre-owned back than a new dSLR for many users/uses.