Because that is what the market will bear. If you are one of the leaders in the golf industry and produce one of the most popular golf balls on the market then you can almost charge as much as you'd like. Given that lots of other companies can produce a three or four-piece urethane cover golf ball for less than $35 per dozen you have to ask what exactly it is you are paying for with the Pro V1. Aside from the R&D, the cost of the ball is going to include endorsement contracts, marketing costs and the retailer markup to name just a few.