I myself don't like paying big bucks for luthier tools, but I can't just go down to Bunnings (Aussie version of home depot) and buy a pair of fret tang expanders, fret tang nippers or a 16" radius sanding beam.
The tool market for luthiers is no-where near as large as that of a person buying a hammer, chisel set or any other standardized woodworking tools, so their prices are going to reflect this.
If you or I were to go into the luthier tool making business, the cost of research, development, designing, prototyping, sourcing solids and then wages, overheads, profit and finally producing, machining and marketing these items would be incredibly high, so much so we'd probably want $500 for each fret caul and $1000 for a pair of fret tang nippers just to cover costs.
A few years ago I had a bulk batch of plexiglass templates laser cut for myself and I had a heap of people jump on the bandwagon saying "get us some cut at the same time". I had the CAD work done free by someone I knew - who taught me the basics enough that I could finish and edit what he didn't get done. So the cost was only for the plexiglass and the lasercutting. I worked it out that to get even I'd have to charge each template at around $50.00 (my cost, no profit) and then when I presented this price to the people wanting templates their reaction was "no thanks" - but what the **** were they expecting? Sure you can buy similar templates from ebay for $20- but these were one off templates, not bulk made and they come at a cost to me.
What I'm getting at - Stewmac get these items to us at a pretty good price considering they are so specialist. I don't like to fork out my hard earned dollars on expensive items, but this is real life. Supply and demand.