So ESEE is using their comprehensive warranty to sell their knives at a significant markup, and thus at a price far exceeding their steel's toughness? And, if they decided to cut their profit margin OR offer a limited warranty, they could afford to upgrade their steel and offer tougher knives for the same price?
All these companies sell their knives at a good profit. Some spend their overhead on nicer steel, some on warranties, some on over the top marketing. What you pay has little to do with that.
ESEE can choose to use 1095 and spend money on marketing a very basic heat treat and warranty. Other companies can spend the same money on steel, contoured handles, whatever.
I think ESEE is smart, in part because people think "1095 is one of the toughest steels", so they can use one of the cheapest steels and market it as if it were one of the hottest performing steels
by implication, not actual testing or anything else.
As long as there are people who don't care about the steel (and no one needs to care, that's their choice), or have a basic misconception about what 1095 is or is not, then they have it made.
If, for some strange reason, people start asking questions based on reading something about material science or performing tests (rather than owning one machete or reading a brochure), it is certainly possible that the market could sour on 1095 and ESEE would be forced to change either their price or their materials to suit the market. It wouldn't be the first time a steel went out of favor.
But there are always people that would rather believe something simple than try to understand something subtle. No different than dieting trends or drug enforcement - the lowest common denominator will rule.