Because the members are paying a premium in order to separate themselves from the great "unwashed" (or "outsiders").
Coming from a background in Private Country Clubs, I can assure you that many of the members are not looking for exclusivity, but rather, the services which the clubs offer.
I know that WaterSound (what was once called WaterSound North) has lots starting around $150K, and is offering price breaks on membership at Camp Creek Golf Course and WaterSound Beach Club. I would guess that selling these lesser priced lots created some incentive for reducing the cost of membership to the Club, otherwise, they wouldn't be able to easily pitch the Beach Club to the new buyers on these lots in WaterSound.
Just to help spread the word and keep us all straight, WaterSound's sales team is now using "
WaterSound Beach," to describe the property south of 30A, and "
WaterSound," to descibe the community north of Hwy 98.