We need to bear in mind the concept of "scale of economy" here and step outside our comfort zone as consumers to get a look at the manufacturers' perspectives to gain a bit of understanding. Each new kit requires a new design, new tooling, creation of graphic designs (instructions, decals, box art, etch, etc) and the expenses of materials, labor, and overhead (rent, utilities, shipping, import/export fees and tariffs of raw production materials). What results is hundreds of thousands of dollars in direct expense before the plastic even meets the mold, then a repeat of overhead expenses during production and distribution. Despite how we like to view things, there aren't as many modelers in the market to begin with, but the market is highly segmented (cars, armor, planes, ships, and so on), shrinking in size, growing older, and dealing with the realities of making ends meet. So, if you hope to sell 100,000 new kits worldwide and you've spent a modest $1,000,000 to bring your kit to the market, charging $100 for it recoupes your expenses, but it's a business - your goal is to turn a profit. So, you charge $110 each, but everyone in the supply chain needs to make their money as well, including the retailer who sells the kit to you. While the manufacturer may suggest selling the kit at $120, the retailers have to set their prices to reflect their expenses and local market conditions. And, as consumers, we're never 100% satisfied and we demand higher quality and features all the time,, forcing manufacturers to design new technology, methodology, and processes to meet those requirements for crisp, slide molded parts with precise fit and high accuracy.