Lego is often criticised for the set prices but I think there's a significant amount of royalties being paid by Lego to companies to use their brands in sets - especially Disney. When you compare a Friends set to a Star Wars or Marvel set, Friends is quite a bit cheaper. A medium or large tub of the Classic brand is even cheaper still. The quality of the knock brands such as Lepin has gotten better but it's still quite inferior to Lego. I don't mind paying the price of Lego for my kids as I know I can sell it later 2nd hand as there's huge demand for old Lego sets or even just a bunch of random bricks. Or I'll store it away for the later generations as it will last.