Rapha, nice but a bit pricey?

It looks like this is generally priced the same as the existing range and even at a discount to the PS line? I expected it to be even more pricey.

A lot of it is cheaper (e.g. the mid-range jersey is £75) because it's not Sportwool. It had to be 'affordable' (at least in part) or they'd never sell the volume stuff to the more casual cyclist / fan.