I think the price is in the eye of the beholder. We are comfortably cheaper than Pulp City and a little more than Super Figs. Our prices are also right in line with Reaper. Super Figs sculpts paid for themselves years ago. Many mainstream figures are MUCH more expensive as well. Though you can find cheaper minis out there too. The versatility of the three heads adds to the sculpting cost and at the same time, decreases the number of models in the mold, further increasing the cost. Add to this the fact that you just can't sell that many Supers, people only need one of a figure pretty much and ther aren't that many of us Supers players out there.
We're going forward with another kickstarter soon, that's one way to get them cheaper!
I would agree. You are right on par with Reaper and the quality for both of you is way higher than Superfigs and a few other companies (some not even in biz anymore) with price to product quality.
Pulp City has nice figs but wow those prices make me click away every time to consider other super figures to buy when the Pound kicks those of us in the US hard on average 1.5 to the pound plus shipping. So, a 10 pound figure would cost me almost $15.
As you said Superfigs has paid for themself long ago and other companies have some cheaper figures but the quality isn't there, some sculpts are nice and some are less so.
I can imagine taxes bringing product into the country could also be a huge impact. Still, the Brits should make out well with the exchange rate in your favor.