I've never really been one to find it acceptable to pay for a brand name, RL or
SL, and for the most part I tend to be very scrupulous about what I buy. The less expensive the better, though as Warkirby suggests, I do tend to get suspicious when I see high quality stuff being sold at rock bottom prices. (EDIT: mind you, if i do find something of quality and I feel it is worth it, I will pay the price if i really need it. It's rare that this would also happen to be an expensive item, for me, but it's been known to happen.)
That said, I don't find it wrong or out of the ordinary for folks to price their products what they wish. Any given price could appear high to one person, normal to the next, or still 'low' to the next. Only the market as a whole can really decide - not one individual.
To me, a successful business is able to withstand the test of the market and time and still come out reasonably well, with a good return. Those who don't get through it that well will disappear sooner rather than later.