I'd say Duuude is pretty much on point in his estimations. Stryder, Blu-Rays run $20-30 tops and figurines like the dragon in the CE are pretty expensive $40-$50 range (or more). I think SE already has an art book on their store (yes, they do, just checked) and it's $40 just for that.

So all in all it's actually a pretty nice deal.