I'm not rich. LOL
My family is warm, happy and well fed. If I have a few bucks left over to buy something of value, so be it. As long as I'm not throwing the price in your face or saying you are less of a person because you choose not to purchase those things, then what does it really matter?
I appreciate the time and effort that swimbait makers put into their product. In my eyes, they are dedicating their effort to help me catch bigger fish. Are they making a buck? Sure, you would want to make some money in that situation too. Don't get it twisted though. Break it down into hourly rate, taking into consideration all the R&D, carving, pouring, fine tuning and you'll see that it's probably comparable to what you make hourly or more likely less.
The guys who REALLY know what they are doing (perfect example is the guy a couple posts above me) can honestly command a higher price than they are currently charging. Have you ever seen the second-hand swimbait market, affectionately known to most of us as the Black Market? I'll agree that it's ridiculous what some people will pay for a hard to get bait. If manufacturers based their pricing on what people would really pay for a bait, THEN you'd see some craziness.
Fish what you want and what makes you happy.