Vega is definitely not cheap but is comparitively very economical & competitively priced for the type of product it is, the fact that it contains so much great stuff and none of the fillers & other crud some other products have. While I have no problems with soy myself, it's also very cool to have a great high-protien product thats totally soy-free.
Plus more folks using Vega & more stores carrying it will help bring the price down!
If any folks in Portland, Oregon want to try Vega for free, get in touch!