While I can't change the price, it'd like to point out that your not "only" getting a USB 2.0 host controller, but also 4 MB of flashrom (eFlash 1+1MB 50 EUR, Kickflash 1MB 40 EUR), Poseidon V4.0 (V3.x was sold at 38 EUR), get the ability to use USB Soundcards (a feature not available to any other USB solution on the Amiga market) which can be obtained for less than 10 EUR (Delfina 130 EUR), can use USB Ethernet Adapters also available for less than 20 EUR (XSurf >100 EUR), use IDE or SATA adapters to reach speeds more than twice of the internal IDE even in PIO mode, and many more devices than just the usual mouse/keyboard stuff. Ah, and there's a clockport too.
We really spent a good time on developing this beast (about three years from thought to various prototypes as depicted on the E3B website). I think the price is pretty good considering this.