I too had a bit of a shock when I saw the price. It was more than I expected. I won't say what I expected. However, thinking a bit further, I suspect the cost of the large number of overlays, the cost of inflation in general, and the cost of supporting this new, fairly innovative module, especially the new rules and their interactions, once it gets out into retail, explains most of the higher price.
I would think that the new rules for debris creation, for rubble creation, the rail car counters and for a special version of OBA will probably take some time to iron out in the real world (i.e., the retail world).
I am sure it will reach its P# soon enough. I hope that the volume of orders, and expected purchases, can cover the support that it to be expected. I expect this module to eventually outsell both Manila and Saint Marie Eglise, so comparisons to the price of those modules are probably not useful. This issue will be, over time, how much support will be needed from the large number of users and players. Certainly, with a few quibbles here and there, you are seeing a major general advance in the ETO ASL game system - much of it will or can apply to all existing modules and scenarios. Maybe not quite the advance that we all saw when Beyond Valor was released, or when Red Barricades was released, but more than anything since then. Remember how significant the Red Barricades HASL was viewed by the late 90s that it was, if I recall correctly, incorporated into the 2nd Ed. of Beyond Valor?