You guys are ruthless! Please see my earlier comment about different types of customers vs. pricing models. If you are a lean startup, variable pricing can work to your advantage. But it's certainly different than buying from commodity vendors who compete only on price.
I don't think people think that it's objectively too expensive, considering the time it saves for developers.
But without any pricing guidelines published on http://www.viva64.com/en/order/, it could be anywhere between $1k to $100k, and people assume without even asking that they cannot afford it.