Yeah, it's a little pricey
That's a pity but nevertheless reasonable. 1 Minifig is more than 1 part, so it's expensive in production. At least they have to produce 1 left leg, 1 right leg, 1 hip, 1 torso, 1 left arm, 1 right arm, 2 hands, 1 head, 1 headger. In some cases also 1 bodywear (armour) and 1 head gear accessory (visor). Head has to be printed, torso usually has to be printed, newadays armour has to be printed. (In some cases also legs, hips and arms have to be printed.) Furthermore the legs have to be attached to the hip, and the arms have to be attached to the torso. Hands have to be attached to the arms. They used to attach the head to the torso as well, but recently heads are loose.
Also add the accessories like sword, lances, flags, shields.
I admit they could have saved costs by not assembling the figs alltogether in this set. However. It's a cool set and I wished they had it just regularly available, rather than exclusively sold through Lego Direct.
This is just the sort of nonsense up with which I will not put.