Has anyone complaining about the price even played an RPG before? Seriously? Even 4E D&D is going to cost you $75 for the three main rulebooks that aren't in hardcover. And even though people can say as much as they want that you don't need all three to get the full game experience you really do.
$100 for four full colour rulebooks (that are surely incredibly high quality), along with everything else the game needs except a pencil. How is that a problem? Hobbies are expensive if you want quality brand name things.
I'm a videogamer and I have to pay over half the price of the WFRPG 3E core set for a single game that'll last me a week or if I'm lucky a month. While an RPG could last me years. Be happy the RPG hobby is so cheap.