They can only charge these prices because people are willing to pay. If they wouldn't, prices will drop. That's the rule of the market.
I always trade my camera or the SD card with a person that I trust and so I make sure that I'll be on many pictures on my own camera.
The best rip off I have seen so far: Pictures from a dolphin swim in Cozumel, a short DVD plus a set of photos for 349 USD. Several people stated that in their reviews and you can still read in some that "it was worth the money".
I don't know why they are so stupid. No business sense at all. Charge less and more people buy and they make more money eventually! We all know what photo paper and ink cost?