I stopped buying GW products at their prices about 4 years ago (when 8th edition WFB came out). I simply refuse to pay $10 or more for one plastic 28mm figure (terminators, centurions, etc.). $35 for that kit is appropriate and I am likely to buy two or more. For vehicles/large kits if they are over $50 then the odds of me getting one approach zero depending on how large (obviously the Baneblade is worth more than that due to size, but a Land Raider? A Predator? Hardly). Whatever that works out to in percentages I am too lazy to calculate, but frankly if getting a reasonable 2K army in 40K costs more than $500-600 then it's too expensive regardless the justifications otherwise. JMO of course.