Man, they're hosing folks on the price here. Twice the cost of their Saturn V; most of the rockets are $20-40. It's a cardboard tube with some plastic molding.
They know what they're milking - as it is, that thing costs more than the Lego Saturn V did at launch, and almost as much as you can get it now after-market.
(Even if it looks like it belongs in a bedside drawer...)
/s
Would it be better if the price was $30, they sold out their inventory immediately, and then the models were available from scalpers on amazon for $149?
If they sell out at $30, do another production run and sell more rockets to more people.