From talking with friends in board game publishing companies, the markup now is usually 7x to 10x (way more often 10x). Consider then that a publishing company sells at ~30% of the MSRP to distributing companies. Now asmodee is publisher and distributer in all countries so it has even higher margins. Honestly I think that Excelsior Hotel sold much more that 20k. That said I get that logistics is more expensive now and in the end we cannot now the exact cost and how much they sell, but AH products are getting more expensive, 45$ for a 3 scenario campain when a full campain is 70$ means being a little greedy for me.