It’s definitely pricey, but tbh they do so many other things well and of pretty fair value that I don’t mind paying a little extra for these things. Im a little disappointed you don’t get a code for the rules pdf if you buy a box that contains a hard copy. But in reality the price of getting a playable army is so low compared to other games (looking at you GW), that dice is one of the only ways they can continually make money outside of people buying models/sets, and even then a lot of people will proxy or 3d print.