If you think of it as a measure of how the car lives up to expectations it makes sense. If anything what the ownership surveys are a measure is "does it live up to the hype?" People don't expect as much from an Adam or a CEED or any of the lower end cars in general so if it is good they will praise, if your car is marketed as the last word in everything and then isn't, well that's not customers fault is it?
Overall I'm sure the Jag has more Tech inside than a 500 but to someone has used an I drive (which is likely at that level of the market) it may seem clunky while if you've never had in car Bluetooth before the 500 system might seem brilliant. They aren't marking systems overall just how it works compared to how they thought it would.
There is a psychology which goes beyond the price of the car. You keep quoting 10% more but you've not really substantiated that. As pointed out these surveys only show the opinion of the owner at that time and can't be used to compare one car to another because people who have paid £80k for a sports car like the f-type are not going to have the same attitude as the person who paid £10k for a panda, yet you're expecting them to be assessed on the same scale. No one will pick a panda over a jaguar based on the findings of this sort of survey that is the inherent problem with the argument.