I don't believe that, it is just pushing the prices up and up, increasing their profit margins. Almost all other watches are cheaper in rubber, than SS...
SS: http://www.trustytime88.com/index.php?main...8dc7c6bcfb1e71d
RB: http://www.trustytime88.com/index.php?main...8dc7c6bcfb1e71d
Don't forget the older AP models had rubber straps too, there is no major price increase in using what they already had replicated from long ago......
Cheers!