@donnacha - Actually, Miroslav mentioned the overall price as a problem earlier in the comments.

I can't see what the problem is though. Last I checked, it was very obvious from reading the listing that the cost was exorbitantly expensive and as Conorp said "If you don’t like the price, don’t buy it".

The pricing system is certainly obvious now:
Plugin Price: $ 39.00 Support & Upgrades: $ 3.00 p/month