Yeah likely paying the Brand Tax for sure, its also true that there's far more competition in the poker space for a premium product. Nobody else can make this set, however.
I couldn't be more excited by this set unless the decks included only Base set Jungle set and Fossil set pokemon cards, but even with the EX cards and the new pokemon tools etc this is something I'm absolutely going to pick up if at all possible.
This isn't marketed for the average PTCG enjoyer...
I can see Worker getting some play, as path to the peak or lost city can really throw certain meta decks into panic mode and you don't always have a way to find your own stadium or lost vacuum reliably (irida helps in palkia or kyurem vmax decks), while finding a key supporter when you need to...