Lobster used to be boiled to the point of being hard and rubbery before being served as poor food. Cooking it to the right texture and serving with butter and other things that make it delicious was a later development.

Same with the less popular tough meat cuts, where specific preparation is needed for it to be delicious BBQ.

It isn’t scarcity or marketing as much as it is specific preparation being necessary before it becomes enjoyable to eat.