All kidding aside, that seems more than reasonable.
Yeah, the materials alone add up quick:
Lumber/backer board/crown staples: $10
Aluminum framing: $10
18 inch FL Light Fixture: $12-15
Power Switch/crimp connectors/screws: $6
2 coats paint/primer: $5
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total: $46
Plus, each one takes about 4-5 days to build. Cut the lumber, route the back edge, staple and glue, let glue dry over night, sand and prime, let primer dry over night. Paint 1 coat, wait 2 hours or overnight, paint second coat. Install light fixture, cut and strip wires, add power switch, wire it all up and staple all the wires inside. Now it's on to test fit the aluminum, cut each of 4 pieces to length while mitering the corners. Then grinding and de-burring each piece, then measuring and laying out the screw pattern and drilling 12-16 holes, then more deburring. Now time to test fit the marquee and screw each piece of the frame in, grinding any corners that don't quite line up. In fact, in the close-up pic, you can see one of my corners is off, I grabbed the wrong piece that was laying there, as I had cut a few at a time. I need to take it off and install the right one. I think the length difference was like 1/16", but it makes a difference.
It's just one of those projects that is much more labor intensive than it looks. But, this being KLOV, everybody wants something for nothing. Not gonna get it from this guy.
In fact, Now that I've spelled it all out in detail, and forgot to add the minimum $15 shipping charge, the price has jumped to $90 shipped.