The price doesn't need to be this high, but there is a lot of work involved. I did almost all of the monsters from the MM myself, with basic things like ac, hp pp and a token for the journal entry, and it took a long time. It was fun in the beginning, but quickly became tedious. This offers more than that too. That said, and like many things in digital form, if I were selling something like that as a "do the work once, and sell it for a fraction of the value for one time", I'm sure it would yield a good amount of money. This would be a great thing, and I would certainly buy more things like it. For me, this is one of those things I personally would pay that higher amount for, but it doesn't need to be that high (and I believe the price is set by WotC, as Jeremy said.) Same goes for the modules. I bought the hard cover of Curse of Strahd, and also bought the maps from Schley. The maps were as much as I paid for the module. If you are going to buy the maps, you might as well buy the module from Roll20. Anyhow, Roll20 crew, let's have it! :)