WTF.
$39.99 USD for a mount.
And yeah, the mount is deliberately made so unique that we feel we need to buy it.
But I could buy Total War Warhammer 2 for that money, or other triple-AAA retail game.
And remember that this is $39.99 in USD. There's no provisions for local currencies. In some currencies, $39.99 USD is a month's wages.