This is a great question. There are a number of factors that go into the pricing of a book, especially an art book.
• Quality of printing and quality of materials.
I am using superior quality materials, high end papers, excellent bindery techniques, and lots of premium bells and whistles - even more so in the deluxe and exclusive offerings.
The more books you print, the less expensive they are. Most of the books you see in your local mall bookstore are printing 10's of thousands of books. For them, it's all about volume rather than sweating the details to make sure they get a top notch book.
• Paying the artists
I got into this business because I was tired of watching my friends get worked over by traditional publishers. Many of which don't even pay the artist to include their works in compilation art books. Even books that use a single artists works tend to pay cents per book to the artist...in rare situations, they might even pay them an entire $1! For this book, I am splitting ALL of the profits evenly amongst all the folks that helped make this book possible. That even includes me. There is no special "publisher" pay out.
So, is this book more expensive than your standard, run-of-the-mill art book you can snag at the mall book store? Yep, is it a great price for the quality? I certainly think so, and am quite confident you will agree when you get your copy. Is it worth spending a little more to make sure that artists continue to get paid for their skills and talent and so that ArtOrder can continue to run programs like this? Only you can make that choice, but I certainly hope that you choose to support the arts....and the artists, rather than the publishers.