I just bought some the other day. I think before it was $28 or something, this time it was $30.
But you get a lot of product in that tub. The price still seems reasonable to me. When I was experimenting, I went through a lot, but now that I know how to use it, I bet the tub lasts me 3 months at the very least.
I do see how if you were using it every day it would add up and be prohibitive. But I only use it 1-2x a week.