foo, $28 for a wolf....
Yeah they aren't cheap, however they're rather large and amazingly detailed, and in comparison IF GW or ForgeWorld released them, you better bet they'd be $35 or more per model each. They're unquestionably as nice, or nicer than any GW/FW model detail/sculpt-wise too.
For the Space Wolf player, who is used to paying GW and FW prices, and has no problem with it, these will seem like somewhat of a bargain.