Actually, they did hit the price they announced, believe it or not. You can thank inflation and global market forces for our prices.
Remember, these are Japanese companies. Their original announcement was to be sub 2M Yen. The base model GT-86 is 1.9M Yen. Unfortunately for us, we've seen a lot of inflation in the last 4-6 years, and the Yen has become very strong against the dollar recently as well.
The thing is, when you look at the closest competitors (nicely listed by the Motor Trend article above plus the Mini) the price of the FR-S, BRZ Premium, and BRZ Limited span the average prices of the group. Their US pricing is spot on.
Plus, it's cheaper to buy one here in the US than it would be in Japan or anywhere else in the world.
EDIT: to add more perspective to this, if you read the MT article above, apparently the average purchased US car price is $31K now.