The cost of televised marketing automatically about doubles the cost of anything offered there. Coins are no exception. For example, "Flex Glue/Tape/Paste/whatever" costs a lot more (for the same quantity) than similar stuff at the hardware store. This is why I get my car insurance from a company that doesn't advertise on TV.
The TV hawks do what they can legally get away with - same as politicians (for the most part). If 1 doesn't do it, another will.....................
Do you think he got them at blue sheet which is $30. I guess he has to add some to markup to factor for air time / TV expense. Regardless it pays to shop around.
He can ask whatever he wants. A wise buyer will find the exact same product elsewhere for cheaper. In fact, most times with a simple google search.