I think that the only way to sell a $2k water heater is with a warranty that includes at least 3 years of in-home service (5 would be better) - or to at least make that a low cost extra. If the tanks really are reliable then this wouldn't cost the manufacturer a lot. We went through two resistive water heaters quickly, but it was because the first installer refused to install the expansion tank I requested, and our somewhat high water pressure, combined with the heat expansion of the water, overstressed the physical tanks. With so many mediocre or worse installers out there, you need more protection than a one year inclusive warranty on an appliance that costs that much. Even if the payback estimate is spot on, it takes three years for the things to pay for their extra cost.
Dmacarthur slipped. Yes, the units sold through big box stores may well use cheaper components. They shouldn't be allowed to do that with other brands.