I bought one despite the price, because it performs a useful service in a unique and practical way. I find it hard to evaluate the price, except to say it's about at the limit of what I would spend for such a gadget no matter how clever, but I doubt that is how they approach the pricing. One needs to think of everything involved: product design, materials, prototype testing, manufacture (custom moulds etc.), inventory, marketing, overheads and taxes to be spread over what volume of sales?.........it becomes a question of what they must charge to at least break-even on some volume of estimated sales. I don't pretend to know that equation, so at the end of the day the price is the price - one either thinks it is worthwhile or not.