Actually, to be super fair, I paid 20 each for my first pair, and a bit less for the school for 4 I got at (Un-Named online US fish retailer) I was seeing them for up to 35$ over here as well. Also not too sure about Dollerydoo to US-Monopoly money exchange at moment, but it could be that we are not too far off on price.
From what I understand, they are thought to be currently extinct in the wild. They come from a single stream in Papua New Guiney, and that stream has been heavily polluted by run off from a gold mine. I suspect this, and their relative rarity in the hobby, make them a pricey specimen. I think if they got more popular the price would come down though, and they have EVERY REASON to become SUPER popular. They are probably my favorite thing in my tanks right now.
Between their shockingly beautiful colors, unique sexually dimorphism, doofy and strange fins, fun behavior and relative ease of care and breeding they could be one of the next "things." then again, I am fairly new to the hobby and probably not fit to judge such things, I am just REALLY passionate about these awesome fish!!!
*Edited for clarity and humor*