I guess it's all relative. I often wondered why people would go out to buy icecream for a family of five, for $5 a person, when they can buy a quart to serve everyone for $5. All the ice-cream shops seem to have a line 20 people deep throughout the summer so I guess people really don't shop with logic and reason when they are on vacation. Once you start salivating, $5 is a cheap fix.
I guess you could also compare it to the coffee craze where people pay $5 for a 30 cent cup of coffee. Or, the bar craze, where people pay $8 for a dollar's worth of vodka.