If they're still in business this long, then it's not overpriced. Wiki: capitalism.
Pete, I agree with your assessments about coloration of platings, etc. I have found that exotic alloyed conductors can have a far better result than plated. But very few cable mfgs are able to develop a custom alloy for their wire.
wrt copper sounding best, My first upgrade SC and ICs were anticables. They are very pure, single crystal, Oh-NO! magnet wire with polyurethane varnish, iirc. Tin plated copper spades, crimped to the ends, iirc. These were the 2nd worst sounding SCs I have heard, behind RCA brand zip cord 12ga "speaker wire" from Home Depot. Anticables had a resonance that sounded trashy and shrill. Carlman demonstrated the problem to me and I was shocked that the SCs could make such a huge difference. Since then I've had similar experiences with other low cost all copper cables, including cotton thread wrapped old stock solid conductor telegraph or telephone wire. I also auditioned Harmonic Tech SCs, again all copper, much more expensive and widely loved by audiophiles, these too had a resonant ring, but it was very pleasant, sunny, happy sound. After that I made a blanket judgement that "pure copper rings" and I went to a non-ringing alloy conductor wire. But I am curious about your opinion, and all others' too, on the matter of ringing sound in the copper or other pure metals. I have read other people speak of silver ringing too, but it is more subtle, but potentially more annoying to those bat-ear types.
Thanks