Ultimaker just hasn't meaningfully progressed since the UM3. Every single upgrade since came with a significantly greater price tag while not meaningfully improving the actual printing. The price difference between the UM3 and S3 is the price of a Bambu Lab X1. For what exactly? A color screen? Some relatively small improvements?
Oh sure I know the S5 has a significantly larger build volume, at 330 x 240 x 300 vs the 230 x 190 x 200 of the UM3, but it's also double the price. You can have a farm of Bambu X1's for the price of a single S7. And they'll all out print the S7. $11K for the S7 bundle isn't much for the corporate clients which Ultimaker now exclusively targets. While they may not care about the price to performance, they will eventually notice that there's better quality printers that can deliver even faster results.
When I picked up two Ultimaker 3's some 6 years ago, I was excited for the future of 3D Printing. I never would have thought that right then and there I was already at the apex of Ultimaker and that it would be all downhill from there. It shouldn't have turned out like this.