Honestly it is amazing that they can sell juice for that price, but it is relative to the cost of wine. If you usually spend $10-15 on a bottle, then making a $5 bottle is saving a lot of money.You can tweak an expense kit also to give it more depth.
The pricing is getting out of hand not really affordable to most , just my thoughts
The cheap kits I buy are still around $80, so just under $3 a bottle is about as low as I can get with a kit.
I guess it depends on where you are in the US, too. Liquor is expensive in Canada. Lots of tax is hidden in the price. I can't recall seeing a bottle of wine under $10 in many years, and I have paid $13 for a large bottle of vodka in the US, where we pay $50 here. No matter which kits I choose I am always winning making wine over purchasing.