Alfa has researched the market for super premium cars and there is one. Not that the company should be "all about" them.All companies need a halo model to aspire to, unattainable is even better.
As the company was related to the career of Enzo Ferrari and he had a good relationship to Maserati , why not. I was reminded of this when visiting the Mille Miglia Museum and the Museo Casa Enzo Ferrari recently . Just because some people wish Alfa to be a bargain used car does not mean we should forget the heritage.
Actually, before 1940, Alfa Romeo was a 'halo' producer full stop. Cars were made to order and fetched truly enormous prices for extremely wealthy people. It was, in effect, the Ferrari of its day before Ferrari existed. Indeed (and as you say) Enzo Ferrari cut his teeth at Alfa Romeo before starting on his own.
Of the pre-war cars, probably the most famous is the Alfa Romeo 8C 2900B:
Cromo Classico - Alfa Romeo 8C 2900 B
Commanding huge prices today, the 8C 2900 and 2900B sits in the pantheon of the most expensive cars at auction, as depicted here (an 8C 2900 listed tenth at £2.3 millions):
The most expensive cars ever sold at auction - Auto Trader UK - Features - News and Reviews Hub
We all know about the 'halo' Alfas post-war. Some of which today command huge six figure prices. One 'halo' model of course being the Alfa Romeo 33 Stradale, of which only eighteen were made, and stunningly beautiful:
Google Image Result for http://thechicaneblog.com/wp-content/uploads/2010/01/Alfa-Romeo-33-Stradale.jpg
The 33 Stradale was the true forerunner of the current 8C, and can command prices as high as £750,000, as explained here:
Alfa Romeo T33 Stradale information on SupercarWorld.com
Of the other road going 'halo' models, there was for instance the Alfa Romeo Giulietta Sprint Speciale (SS) (this one for sale currently at £60,000):
ALFA ROMEO GIULIETTA SPRINT SPECIALE 1300 For Sale (1961) on Car And Classic UK [C311452]
Then there is the truly beautiful Alfa Romeo Giulietta SZ. Currently there is one for sale at £255,000:
Alfa Romeo Giulietta SZ For Sale on Car And Classic UK [C320266]
And of course the racing GTAs and GTAm's of the late 1960's, which command huge prices, this GTA is currently priced at £110,000:
Alfa Romeo GTA 1300 Junior Autodelta For Sale (1968) on Car And Classic UK [C320106]
Of course today is today. No harm in producing a 'halo' product imho. The Italians seem to specialise in this. And Alfa Romeo in particular has a long tradition in doing this. Long may it continue.