However, it's around the same cost as other games. EQ/EQ2 occasionally has sales where their mounts at 10-12; but the really neat ones are usually 15-20. Rift is similar in pricing as well, although has specials (something I see the Blizz store doing often in the future).
I'm all for sweeping changes across the MMO-niverse, but I don't want to hold Blizzard arbitrarily to a higher standard because it's "the game I want to do that stuff in".