That's because of the 40 custom dice. Comparable quality dice are Dungeon Roll or Zombie Dice which are $14 and $15 dollars respectively for 13 dice in each. That's $1.15 per die for Zombie Dice If we are just looking at the price of the dice then it should be around $46 MSRP.
I wanted to keep Firewall much cheaper than that because it's not a big box game like Catan. I felt like $35 seemed like a much fairer price and I think the game has the potential and replayability to return on that investment. This is reinforced by games like King of Tokyo which itself carries a $40 price tag but can be often found for $35.
I could have included only 3 custom dice, which each player would pass and then include tokens. That would kind of defeat the purpose of the game. Firewall was originally designed as a game where you play dice off of each other. If you were placing tokens I think it would remove some of the excitement and fun of the dice in firewall.
I would also like to include the expansion //profiles in the game. Although I feel like Firewall's basic game is solid and the expansion isn't needed for the main game I think that they would add something for once you've mastered the basic game play.
The //profile expansion will be included with the game once we have 200 likes on facebook.