I think there's a natural resistance to higher-priced lures. None of us wants to pay $25 for a jerk bait, including myself. But the fact is, that's the price and no amount of complaining is going to change it. Frankly, those who are setting the prices know that their target market will likely buy them no matter the price.
This isn't gasoline, groceries or clothing. You don't have to buy them. If $25 for a Megabass is too much, buy a McStick for $15. If that's too much, buy an X-Rap for $8. If that's too much, buy a Suspending Rogue at Wal-Mart for $5. If that's too much, buy a H2O at Academy for $3.
One may be best on a certain day, yes. But fact is, the better the quality of the lure, the more fish it's going to catch in the long run. There's nearly always a bit of truth in "You get what you pay for."