The pricing is determined by the high quality, expensive materials.  Our products are intricately engineered to function well over time.   Our stainless steel items are warrantied for 5 years.  Our soft goods are warrantied for 1 year.  The cost will pay for itself over time.  If you purchase a Rover for $74 (lunchbox plus average shipping and taxes) and use it for one school year (180 days) the average cost of it per day used is 41 cents for just one year.