Well, it should be quite obvious that they're selling direct replacements for Forge World resin kits, which are at least twice as expensive. Never underestimate the insanity of a gamer who wants a really big guy. Heck, a mid-sized army for a GW game will cost you over $500 so something under $100 isn't that bad for a huge centerpiece model.
Their flat rate international shipping is actually very cheap.
However, I find some Ultraforge models a bit...rushed. I'm not exactly sure, what gives me that impression, but somehow there seems to be a bit of detail missing. They don't feel like huge creatures in a 28mm world. Without any reference model I'd think that they're action figures of some larger scale. Also, they're replicating GW concepts so faithfully that even the same flaws are present here. Absurdly small wings on a ten ton demon come to mind, for example. It's a bit sad that this is the best way to get plenty of sales. They have a lot of skill. I'd prefer seeing something truly original, not restricted by existing concepts.
I may buy something from them, at some point. It's just a shame that I'm still trying to move away from the GW universe, and most of the stuff here is so faithfully replicated that it would be basically going back there again.
If there's one FW model I'd like to see duplicated, it would be that troll giant (or is it "giant troll") which went OOP ages ago.
And I find it funny that their pleasuredemon pics are deleted by Photobucket, which they use for hosting. Apparently demonic resin boobs are too offensive...