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It's $25 because it's buy one - give one free. http://www.luckyironfish.com/facts (At the bottom).

Buying new pans is such a stupidly colossal waste of money for low income families. They already have pots and pans, and definitely don't need more. An ingot is something they can easily accommodate. And it probably costs a whole lot lesser than 20 USD.

Who wants to put an ingot in their food? But a lucky fish? We could all use some luck.

And the good thing about a fish rather than a pan is you can put it in your soup pan, your wok, your fry-pan, etc. Try putting your cast-iron pan into your wok!

The ingots were distributed for free, and likely cost under a dollar each to manufacture in bulk.

It's $25 for you, because online sales are supposed to pay for free distribution.