Oh, it's expensive alright! But it's one of the few things I actually enjoy spending money on. It's not so much the product that's the problem, it's always the shipping from online stores. That's why I get the majority of my stuff off of eBay...
I see some higher end Tamiya kits in my local hobby shop for $70-80. I can get the exact same thing from Hong Kong on eBay for less than half that usually. But, if I go to an online store, they charge an arm and a leg for shipping.
I think one day, I'll just put in one big order from Hiro Boy and put up with the brutal international shipping rates.