Fiber color cards

Are they serious charging $120 for one of these? They can’t possible cost that much to make and I’d think if you sold it at cost or for a bit of a discount it would pay off in the long run with people being loyal to your fiber??? I guess I am lucky to have a pretty good selection at a local LNS but I just think out of all the overpriced needlepoint stuff the color cards are the worst offender