Luxury cars are all the rage right now. Even if you're not in the market for a "luxury car" you still want luxurious features and amenities to appear in your econobox purchase. Manufacturers recognize this, from the bottom of the bunch right up to the top. They all recognize the consumer's need for overall quality in assembly and materials used.
As with car makers, tire manufacturers do their darnedest to cater to what consumers want and ask for. Michelin is to tires what Toyota is to hybrid technology; they are at the forefront, leading the way and by example.