Doc, I don't think that's out of line for a retailer that has to support a large store and distribution network. What do you get for a photo that cost pennies to produce? (I'm a photographer so I have a pretty good idea it's more than 5x's, at least in my end of the photo world.) You hit the nail on the head when you said you could double your money at a swap. Big retailers
need the high margin items to keep the doors open. The people decorating with signs from sears are probably not your swap customer and most likely feel they paid a fair price. I think there are many shockable mark-ups in retail but that's just the nature of the beast. I think I would rather be blissfully ignorant than to know the cost of my retail purchases lol.